Ever heard anyone has set fire or ever heard someone putting herself in the washing machine dryer or at-least putting his hand in the toaster and getting electrocuted? No? No worries, you must definitely have heard of someone poking a pin on a bear's back or at-least trying to play with the beehive?
Picture Credit: Pixabay.com
What?
No? Never?
Really?
Oh I see, these ways seem dumb ways to die!
How about tripping on the railway platform edge while talking on the phone, or falling down on the railway lines while watching a video, or trying to run across the railway line when the signal is "RED"?
Picture Credit: Pixabay.com
Sound familiar right?
The year 2011-2012 Melbourne, Australia saw over 1000 accidents due to slip, trip or collision of youngsters with trains. Young people had exhibited absentmindedness and foolish behaviour around trains, some resulting in injury and even death.
Keeping in mind that young people do not want to listen to public safety messages and that the old school method "Do this, Don't do that" does not work with them, Metro trains launched a campaign to increase awareness and education about the posing dangers of trains, using a humorous element. The idea behind this campaign was to create a content that is cute, funny and has a huge entertainment value that is most likeable to the younger generation.
With the question in mind, "how to make these "teaching immune" youngsters to understand train safety", a music video named "Dumb Ways to Die" with funny characters dying in ridiculously dumb ways was created. The video ended with a reference to the main point: safety around trains. The main idea behind this as was to send across a message that there are many "dumb" but "avoidable" ways to die and being hit by a train is one of them.
Great content needs to have a worth beyond the marketing message. It also needs to be valuable, genuine, audience focussed and shareable.
And this video had all the characteristics needed for a viral campaign.
Picture Credit: Pixabay.com
With the help of social media platforms like youtube, tumblr etc this video went viral, reaching over 20M views in a week after release. Additionally, with the help of other advertising methods like phone apps, books, games, banner ads, advertisements in public places, the campaign took everyone to their website and "take the pledge", that is a declaration to keep themselves safe around trains.
Watch the actual video here: https://www.youtube.com/watch?v=IJNR2EpS0jw
Copyright © 2016 Twinny Lives All rights reserved. Unauthorised use and/or duplication of this material and images without express and written permission from this blog's author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Twinny Lives with appropriate and specific direction to the original content.
What?
No? Never?
Really?
Oh I see, these ways seem dumb ways to die!
How about tripping on the railway platform edge while talking on the phone, or falling down on the railway lines while watching a video, or trying to run across the railway line when the signal is "RED"?
Sound familiar right?
The year 2011-2012 Melbourne, Australia saw over 1000 accidents due to slip, trip or collision of youngsters with trains. Young people had exhibited absentmindedness and foolish behaviour around trains, some resulting in injury and even death.
Keeping in mind that young people do not want to listen to public safety messages and that the old school method "Do this, Don't do that" does not work with them, Metro trains launched a campaign to increase awareness and education about the posing dangers of trains, using a humorous element. The idea behind this campaign was to create a content that is cute, funny and has a huge entertainment value that is most likeable to the younger generation.
With the question in mind, "how to make these "teaching immune" youngsters to understand train safety", a music video named "Dumb Ways to Die" with funny characters dying in ridiculously dumb ways was created. The video ended with a reference to the main point: safety around trains. The main idea behind this as was to send across a message that there are many "dumb" but "avoidable" ways to die and being hit by a train is one of them.
Great content needs to have a worth beyond the marketing message. It also needs to be valuable, genuine, audience focussed and shareable.
And this video had all the characteristics needed for a viral campaign.
With the help of social media platforms like youtube, tumblr etc this video went viral, reaching over 20M views in a week after release. Additionally, with the help of other advertising methods like phone apps, books, games, banner ads, advertisements in public places, the campaign took everyone to their website and "take the pledge", that is a declaration to keep themselves safe around trains.
Watch the actual video here: https://www.youtube.com/watch?v=IJNR2EpS0jw
Copyright © 2016 Twinny Lives All rights reserved. Unauthorised use and/or duplication of this material and images without express and written permission from this blog's author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Twinny Lives with appropriate and specific direction to the original content.
