Recent Projects: Spreading the Rail Safety Message with “Dumb Ways to Die

Recent Projects: Spreading the Rail Safety Message with “Dumb Ways to Die”


Metro’s Dumb Ways to Die is a great “be safe around trains” awareness program.

Following the success of the ‘Dumb Ways to Die’ smartphone and tablet game, Metro Trains has now released a follow-up title. Created by McCann Melbourne and produced by developer Millipede, ‘Dumb Ways to Die 2: The Games’ builds on the remarkable success of the franchise to date. A hit with young people, the first Dumb Ways to Die game went to number one on the iTunes App Store in over 21 countries, clocking up over 70 milion downloads and over 1.2 billion plays. Following the initial phase of viral campaign, the game successfully extended the Dumb Ways to Die campaign, generating millions of hours of engagement with the rail safety message.

dumbways metro

“We hope to surprise and delight people of all ages with a really fun and entertaining game, while still conveying a serious safety message. With this campaign it became cool to be safe and dumb to take risks around trains.”

dumbways sweatbands










Pat Baron, McCann Melbourne ECD, added: “Two years on, it’s extraordinary to think that affection for the campaign is still growing. It’s a powerful thing to put your message in the hands of young people and to do so in a way that brings such joy is a rare privilege.”



Metro also has experts who come to school and community group to talk about safety, travel and trains.

To promote and support their campaign with promotional give-aways we worked closely with McCann Melbourne and produced custom made sweatbands for their promotions with Metro Trains as you can see on the attached pics from the launch of Dumb Ways to Die 2 at Surreydumb nails Hills Primary in Melbourne.



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