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

2019; Springer International Publishing; Linguagem: Inglês

10.1007/978-3-030-13020-6_6

2192-4341

Jennifer Algie, Nicole L. Mead,

Psychology of Social Influence

“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!