One of our Favourites

Dumb Ways to Die

Melbourne Public Transit Authority


One of our favourite digital campaigns of 2012.  With no media spend, the public transit authority in Melbourne managed to build a huge following by creating a catchy concept and then spreading their message across youtube, download on soundcloud, creating a tumblr and interactive site.

We'd love to know what the results were and critically the level of behaviour change the campaign created - one thing is for sure, the campaign was a standout for the year when it came to budget spent vs. awareness and engagement.



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