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.
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About Mi Ae Lipe
Mi Ae Lipe is a citizen advocate living near Seattle, Washington. She blogs on Driving in the Real World, Tweets daily driving news and tips at @DrivingReal, and writes a regular column on street driving for BMW CCA’s Roundel magazine. She frequently collaborates with government organizations, NGOs, and individuals. She and fellow citizen Mark Butcher are recipients of the National Highway Traffic Safety Administration (NHTSA) 2017 Award for Public Service for their work in traffic safety in Washington State.