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Dumb Ways to Die

Award: Wood Pencil

Wood Pencil / White Pencil / White Pencil / 2013

Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. The problem is, young people don’t listen to public safety messages – especially when they come from authorities. ‘Dumb Ways to Die’ changed that. It turned a safety message that people needed to hear, into a message people wanted to hear. Along the way the campaign was reducing injuries and saving lives while creating smiles. Of particular note, the ‘Dumb Ways to Die’ single sold over 77,000 copies on iTunes with money generated being re-invested in further train safety programmes.

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