The "Dumb Ways to Die" campaign launched in November 2012 by Metro Trains in Melbourne, and by the end of next year, it cemented itself as a legendary advertising campaign. Its viral success not only promoted railway safety, but also earned international acclaim for its creative approach, becoming an iconic example of effective public service announcements and a billion parodies.

Join Holly & Matthew as they delve into its viral success and profound impact on public awareness, illuminating the intersection of creativity and public safety advocacy in contemporary advertising discourse.

Sources Used: 

• “The dumbest way to die is without life insurance”; Empire Life launches new advertising campaign | Empire Life | 29 May 2014 | https://web.archive.org/web/20160805152152/http://www.empire.ca/consumer/about-us/news/news-archive-2014/2014-05-29/en/
• Campaign of the Week: Dumb Ways To Die | Robert Allen | 28 Sep 2018 | https://www.smartinsights.com/digital-marketing-strategy/campaign-of-the-week-dumb-ways-to-die/
• CASE STUDY: Dumb Ways To Die | Michael Cray |24 Jan 2022 | https://smithbrothersmedia.com.au/get-smarter/case-study-dumb-ways-to-die/
• Culture, Learning and Risk | Human Dymensions Quarterly Newsletter | Jun 2017 | https://spor.com.au/wp-content/uploads/2018/02/June-2017-compressed.pdf
• Dumb Ways To Die and A Strange Sense of Success | Dr Rob Long | 30 Nov 2016 | Safety Risk | https://web.archive.org/web/20170708111545/https://www.safetyrisk.com.au/dumb-ways-to-die-and-a-strange-sense-of-success/
• Dumb Ways to Die viral ‘leads to 20% drop in dumb behaviour at Melbourne train stations’ | 8 Feb 2013| Robin Hicks | https://mumbrella.com.au/dumb-ways-to-die-viral-leads-to-20-drop-in-dumb-behaviour-at-melbourne-train-stations-138464
• Jewish voice goes viral | Australian Jewish News | 30 Nov 2012 | Tamna Jacks | Page 9 | https://nla.gov.au/nla.obj-2945979029/view
• Lebedev's blog post was blocked for a clip about stupid methods of suicide | 5 Feb 2013 | Lenta.ru | http://lenta.ru/news/2013/02/05/dumbwaystoblacklist/
• Quirky 'Dumb Ways to Die' campaign sweeps advertising awards | Reuters | 24 Jun 2013 | https://www.reuters.com/article/us-australia-advertising-die-idUSBRE95N03L20130624/

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