Metro Trains: Dumb Ways to Die
Advertiser: Metro TrainsBrand: Metro TrainsCountry: AustraliaAgency: McCann Melbourne
Objectives
Every year there are needless deaths or accidents around Melbourne's trains. And while rail accidents are tragic, they are, in most cases, completely avoidable. This is particularly true for young adults.
Unfortunately as social issues go, rail safety wasn't on people's radar. With more high profile issues around drugs, violence, and drink driving occupying the social zeitgeist, we needed to do something to grab our audience's attention. And with a total budget of $300K, this meant that simply...