Upon disembarking from the train this morning, in Sydney city, during peak hour rush, and being my usual impatient, fast-walking self, I spotted a clear run up the platform on the inside of the yellow line – scooting up which could have had me at the escalator 10 seconds sooner for sure…. When a song jumped into my head, making me grin at my impatience, and keeping me safely behind the yellow line.

“Dumb Ways To Die”.

In case you missed the brilliant, creative and sticky “Dumb Ways To Die” campaign, check it out here:

‘Dumb Ways To Die’ was a public service announcement campaign by Metro Trains in Melbourne, to promote rail safety. Devised by advertising agency McCann in 2012, the campaign ran in newspapers, local radio, outdoor advertising, throughout the Metro Trains network, on Tumblr and of course YouTube. It picked up the Grand Trophy in the 2013 New York Festivals International Advertising Awards.

Most impressively however, the campaign has contributed to a more than 30% reduction in “near-miss” accidents, from 13.29 near-misses/million kms in Nov-2011 to Jan-2012, to 9.17 near misses/million kms in Nov-2012 to Jan-2013.

Catchy? Yes. Slightly annoying? Yes. Memorable? Absolutely. Save my life this morning? Mmm possibly.

…AND I still arrived in the office on time.



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