Dumb Ways To Die Goes Large With New US Campaign

Dumb Ways To Die Goes Large With New US Campaign
SHARE
THIS



Following on from the huge success of the singing, dancing characters dying in dumb ways, Metro Trains Melbourne has kicked off its inaugural ‘Dumb Ways to Die’ safety campaign by the Regional Transporation District (RTD) in the States.

RTD has injected new life into the internationally-acclaimed Melbourne train safety campaign to spread the word about safety for bus customers in Denver, Colorado.

RTD approached MTM last year to license the ‘Dumb Ways to Die’ safety champions’ campaign as the authority prepared to expand its network in the metropolitan Denver region.

In case your memory is failing you, here’s the masterpiece from way back when:

RTD’s interim general manager and CEO Dave Genova said the authority was proud to be the first public transport operator in the US to license the ‘Dumb Ways to Die’ campaign, which will target its bus and train passengers as well as the kids through a new education program.

“Safety is RTD’s number 1 priority, and we have an excellent safety record that we want to maintain in the upcoming year with the expansion of our bus and rail service,” he said.

“The Dumb Ways to Die campaign has proven to be wildly popular and effective in Melbourne and we plan to use it here in Denver metro area to bring the serious message of being safe around buses and trains to a wider audience through humour and animation.”

DENVER1

The RTD branded, ‘Dumb Ways to Die – Take the safety pledge – be safe around buses and trains’ will be rolled out from 21 January and include education resources for school children, a promotional awareness campaign that will feature on bus and trains, and a dedicated digital interface with the Denver public, including Facebook and Twitter.

MTM’s chief corporate relations and business development officer, Leah Waymark explained the opportunity to licence the successful ‘Dumb Ways to Die’ campaign in the United States demonstrates that no matter where you live, safety around public transport is a universal challenge.

DENVER3

“Too often we see people take risks and do dumb things around trains, right around the world. Our campaign evolved in 2012 out of a discussion with platform staff and drivers who witness people risking their safety around train stations and at level crossings. We wanted to teach people about the importance of rail safety and the very real consequences of taking a risk to save a few minutes,” she said.

“Education made entertaining and in particular, educating young people about being safe around trains (as well as buses and anything else) in a style and language young people will engage with is at the core of what this campaign is about.

“We are thrilled to be partnering with our public transport counterparts in Denver and look forward to developing some new creative to help target specific challenges on the RTD network. Watch this space.”

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine