"Dumb Ways to Die" turned a message about rail safety that our target needed to hear into a cultural phenomenon people wanted to engage with. Our strategy was built on a simple premise: give people a ...

An animated parody of the famous Australian rail safety video "Dumb Ways to Die". This spoof focuses on so called "dumb" deaths featured in various movies. Available to watch on YouTube at The ...

This is particularly true for young adults. Unfortunately as social issues go, rail safety wasn't on people's radar. With more high profile issues around drugs, violence, and drink driving occupying ...