MTM?s Dumb Ways to Die global success

<span class="" id="parent-fieldname-description"> Metro Trains Melbourne’s (MTM) Dumb Ways To Die rail safety campaign has officially become the most awarded ad in the history of the Cannes advertising festival with the campaign’s producer, Melbourne agency McCann, winning 32 Lions awards. </span> <p><!–[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves /> <w:TrackFormatting /> <w:PunctuationKerning /> <w:ValidateAgainstSchemas /> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF /> <w:LidThemeOther>EN-AU</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables /> <w:SnapToGridInCell /> <w:WrapTextWithPunct /> <w:UseAsianBreakRules /> <w:DontGrowAutofit /> <w:SplitPgBreakAndParaMark /> <w:DontVertAlignCellWithSp /> <w:DontBreakConstrainedForcedTables /> <w:DontVertAlignInTxbx /> <w:Word11KerningPairs /> <w:CachedColBalance /> </w:Compatibility> <m:mathPr> <m:mathFont m:val="Cambria Math" /> <m:brkBin m:val="before" /> <m:brkBinSub m:val="&#45-" /> <m:smallFrac m:val="off" /> <m:dispDef /> <m:lMargin m:val="0" /> <m:rMargin m:val="0" /> <m:defJc m:val="centerGroup" /> <m:wrapIndent m:val="1440" /> <m:intLim m:val="subSup" /> <m:naryLim m:val="undOvr" /> </m:mathPr></w:WordDocument> </xml><![endif]–>Dumb Ways to Die took out 32 Lions including five Grand Prix awards, 18 gold, three silver and six bronze at the Cannes Lions International Festival of Creativity held on June 16-22.</p><p>The immensely quirky three minute video clip was designed to educate young people about rail safety around trains and featured animated characters being killed in macabre and humorous – i.e. ‘dumb’ ways – to the backing of an infectious song.</p><p>The campaign instantly went beyond a public service announcement 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mso-bidi-font-family:"Times New Roman" mso-bidi-theme-font:minor-bidi mso-fareast-language:EN-US} </style> <![endif]–> <p class="MsoNormal">generated more than 50 million views on YouTube with the song topping iTunes charts in several countries.</p><p class="MsoNormal">So successful was the campaign that within three months, MTM reportedly saw a 21% reduction in railway accidents and deaths compared to a year ago, with one million people already signing pledges on MTM’s <a href="http://dumbwaystodie.com/" target="_blank">http://dumbwaystodie.com/</a> which reads: “I solemnly swear to not do dumb stuff around trains.”</p><p class="MsoNormal">Film Lions jury president John Hegarty told <em>The Australian</em> that juries at Cannes were impressed the reduction in rail-track incidents.</p><p class="MsoNormal">“What people understand is that we’ve created a framework for discussion around rail safety that did not exist six months ago,” Hegarty said.</p><p class="MsoNormal">“It was an invisible topic but it is real now for people.”</p> <p class="MsoNormal">&nbsp</p> <p class="MsoNormal">&nbsp</p> <p class="MsoNormal"><span style="mso-spacerun:yes">&nbsp</span></p></p>