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2019 | OriginalPaper | Chapter

6. Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign

Authors : Jennifer Algie, Nicole Mead

Published in: Social Marketing in Action

Publisher: Springer International Publishing

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Abstract

“Dumb Ways to Die, so many Dumb Ways to Die”—can you hear the song? It will be stuck in your head all day now! This case examines a world renowned viral campaign with an underlying message about “being safe around trains.” Metro Trains Melbourne chose a unique approach to connecting with train passengers, and this innovative campaign, created by McCann Agency, has reached millions of people worldwide. The humorous and fun message represents a completely different tactic to the often-used serious and/or fear-based messages adopted by social marketers aiming to improve rail safety. Despite the campaign’s success in regard to evaluative measures of the number of YouTube video views and app downloads, there is debate surrounding the translation of these measures into actual behavior change. This case study centers upon exploring the case from a social marketing program perspective, so, all aboard!

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Title: Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign
Authors: Jennifer Algie
Nicole Mead
Publisher: Springer International Publishing
Book: Social Marketing in Action
Print ISBN: 978-3-030-13019-0

Electronic ISBN: 978-3-030-13020-6

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-13020-6_6