Hit viral PSA – Dumb Ways to Die

HOW does one make a particularly bland public service announcement stand out in the digital age when people are bombarded by text, images and more on a daily basis?

You come up with a killer (excuse the pun) viral video that resonates with the general public to the extent that it racks up almost 5 million views around the world in the first week of launch.

That’s exactly what Australia’s “Metro Trains Melbourne” have achieved over the past week or so, off the back of a particularly clever, catchy, memorable and easily sharable transport safety ad, warning commuters about the dangers of fooling around on train platforms, tracks and level crossings.

Such a mundane message would normally be a pretty tough sell, but not when you wrap it in a catchy music clip filled with a dozen cute animated characters bumping themselves off in similarly “dumb” and ridiculous ways.

The brainchild of John Mescall, Executive Creative Director at McCann Australia, the clever tune is performed (lyrics below) by Melbourne artist Tangerine Kitty, and produced by Cat Empire keyboardist Ollie McGill.

For more information surrounding this nifty campaign, check out the website dumbwaystodie.com.

Set fire to your hair
Poke a stick at a grizzly bear
Eat medicines that’s out of date
Use your private parts as piranha bait

Dumb ways to die, so many dumb ways to die

Get your toast out with a fork
Do your own electrical work
Teach yourself how to fly
Eat a two week old unrefrigerated pie

Dumb ways to die, so many dumb ways to die

Invite a psycho-killer inside
Scratch your drug dealer’s brand new ride
Take your helmet off in outer space
Use your clothes dryer as a hiding place

Dumb ways to die, so many dumb ways to die

Keep a rattlesnake as pet
Sell both the kidneys on the internet
Eat a tube of superglue
“I wonder what’s this red button do?”

Dumb ways to die, so many dumb ways to die

Dress up like a moose during hunting season
Disturb a nest of wasps for no good reason
Stand on the edge of a train station platform
Drive around the boom gates at a level crossing
Run across the tracks between the platforms
They may not rhyme but they’re quite possibly

Dumbest ways to die ie
Dumbest ways to die
Dumbest ways to die
So many dumb
So many dumb ways to die

Be safe around trains. A message from Metro.

Chances are your friends and family may have already seen the video floating around on Facebook or Twitter already, but if they haven’t, feel free to pass on a link to this page.

Good luck getting the tune out of your head!

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