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AUSTRALIA/USA. Metro Trains Melbourne has launched the “˜Dumb Ways to Die’ safety campaign by the Regional Transportation District (RTD) in the Denver metro area in Colorado, USA. “˜Dumb Ways to Die’ is one of the world’s most highly awarded travel advertising campaigns, spawning two hugely popular gaming apps since it first ran in 2012.
It was described by Metro Trains Melbourne consultant Gilly Gray – well known in the travel retail industry as former Melbourne Airport General Manager Retail and Car Parks – as “a world first and unique approach to creating a new non fare revenue stream”.
RTD has adapted the Melbourne train safety campaign to also include messages for its bus customers in Denver.
RTD approached Metro 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.
RTD’s Interim General Manager and CEO Dave Genova 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.”
The RTD branded, “˜Dumb Ways to Die – Take the safety pledge – be safe around buses and trains’ rolls out from 21 January and includes education resources for school children, a promotional awareness campaign that will feature on bus and trains plus a dedicated digital interface with the Denver public including Facebook and Twitter.
Since its November 2012 launch in Melbourne the Dumb Ways to Die safety champions’ campaign has received:
* Over 190 million YouTube channel views
* Over 185 million downloads and over 3 billion games played (Dumb Ways to Die 1 and 2)
* Over 100 million pledges to be safe around trains through the website, games and onsite activation
* “˜Dumb Ways to Die Wire Walk’ launched on Apple TV, December 8 2015
