DON'T DIE DUMB
Figure 1: Reproduced from: Cafebiz 2014
It’s estimated that trains kill 1 person every 100 minutes and more than 1000 people are killed in train-related accidents annually worldwide (Gilreath n.d.). Also, it takes a passenger train nearly a kilometer to stop in dry conditions while moving at 160 kilometers per hour on average (McNaughton 2019). Therefore, the risk of being accidentally hit by a train isn’t worth it. In November 2012, Metro Train partnered with McCann Melbourne Agency to create a 3-minute video aiming to keep Melburnians safer around trains, especially when the number of accidents and deaths among young people in Melbourne's Metro system increased mainly due to careless and insecure behaviors in the metro area at the time (Lê 2013). I believe this campaign is exceptional for one reason: its effective approach.
FUN WAY TO LEARN
First, instead of gloom-and-doom traditional service public ad, McCann decided to use animation. Animation can generate attention which is one of the most essential aspects of advertising effectiveness (Goel & Upadhyay 2017). According to the dual coding theory, comprehending is most likely to occur when simultaneously providing corresponding visual and verbal information, triggering both channels which will promote information concentration, integration, and memorization (Callcott & Lee 2013). Furthermore, young people do not like to be told how to behave, telling them to do something without a proper approach may receive the opposite outcomes (Lê 2013). Accordingly, McCann and Metro Melbourne had cleverly and subtly used those adorable and entertaining animated characters to send the message instead of forcing young people to listen to boring regulations and safety advice or watch horrific accident images.
Figure 2: Reproduced from: Mumbrella 2012
NOT YOUR TURN TO DIE
Secondly, another factor that contributes to the “Dumb ways to die” campaign’s effective approach is the song. The “Dumb ways to die” song hit Itunes top 10 charts within 24 hours after being released and reached more than 15 million views on YouTube in a week. While remembering the message in the ad is critical for viewers, connecting at an emotional level will lead directly to actions (Nielsen 2015). Therefore, the best ads require both information and emotive power. The song “Dumb way to die” brings the campaign to life and being consistent with the right pace and message because choosing an unpopular, engrossing song keeps the campaign fresh, novel, gripping and memorable (Suggs 2017). We hear the lyrics like “Use your private parts as piranha bait” or “sell both your kidneys on the Internet” carrying the message that Metro Melbourne is aiming for, and the rhythm runs seamlessly with a catchy melody that can easily be embedded in viewers’ minds.
Figure 3: "Dumb ways to die" song lyrics. Reproduced from: Mumbrella 2012
DON'T BE DUMB OR YOU WILL PERISH
There is nothing in this campaign I would like to change. However, if this campaign were launched in Vietnam, it might encounter some religious problems. In Vietnam, death is a taboo subject with many unwritten regulations that all Vietnamese must be aware of such as pregnant women cannot attend the funerals or menstruating ladies cannot light incense since it will bring bad luck to the deceased (Pragasm n.d.). Therefore, the mention of death in advertising may not only generate controversy but also boycott the campaign.
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REFERENCES:
Callcott, M.F. & Lee, W.N. 2013, ‘A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials’, Journal of Advertising, June, vol. 4, pp. 1-12.
Gilreath and associates n.d., Railroad accidents: Common causes, statistics and prevention, Gilreath and associates, viewed 8 April 2020, < https://www.sidgilreath.com/learn/railroad-accidents-causes.html>
Goel, D & Upadhyay, R. 2017, ‘Effectiveness of use of Animation in Advertising: A Literature Review’, Network security and communication, June, vol. 5, iss. 3.
Lê, M 2013, ‘Review: "Dumb Ways To Die" Marketing Campaign [Cannes Grand Prix 2013]’, Brands Vietnam, 23 July, viewed 9 April 2020, < https://www.brandsvietnam.com/tieudiem/2303-Review-Chien-dich-Marketing-Dumb-Ways-To-Die-Giai-Cannes-Grand-Prix-2013>
McNaughton, J 2019, ‘How train drivers deal with death and how the admin process afterwards does not always help’, ABC News, 22 August, viewed 8 April 2020, < https://www.abc.net.au/news/2019-08-22/someone-dies-every-week-on-victorias-rail-line/11432316>
Nielsen 2015, ‘I second that emotion: the emotive power of music in advertising’, Nielsen, 7 July, viewed 8 April 2020, < https://www.nielsen.com/us/en/insights/article/2015/i-second-that-emotion-the-emotive-power-of-music-in-advertising/>
Pragasm, S n.d., ‘The dos’ and don’ts for Vietnamese funerals’, City pass guide, viewed 8 April 2020, < https://www.citypassguide.com/travel/vietnam/practicalities/blog/the-dos-and-donts-for-vietnamese-funerals>
Suggs, L 2017, ‘The importance of music in advertising and branding’, The Goss Agency, 31 January, viewed 8 April 2020, < https://thegossagency.com/2017/01/31/the-importance-of-music-in-advertising-and-branding/>
IMAGE REFERENCES:
Hicks, R 2012, ‘Melbourne’s Metro Trains launches ‘dumb ways to die’ campaign to curb preventable train-related deaths’, image, Mumbrella, viewed 8 April 2020, < https://mumbrella.com.au/metro-trains-launches-dumb-ways-to-die-campaign-to-curb-train-related-deaths-126044>
Nguyên, V 2014, ‘'Dumb Ways To Die' and the Australian propaganda story’, image, Cafebiz, viewed 8 April 2020, < https://cafebiz.vn/thuong-hieu/dumb-ways-to-die-va-cau-chuyen-tuyen-truyen-kieu-uc-201407131346390479.chn>