This is not your typical safety video. Dumb Ways to Die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety. It was meant to “engage an audience that really doesn’t want to hear any kind of safety message,” according to the executive creative director at advertising agency McCann Melbourne. The campaign video went viral through sharing and social media starting in November 2012 and came to the US for the first time in January 2016, where it can be seen on Denver, Colorado’s Regional Transportation District system.