From YouTube.
Young people had tuned out fear-based safety ads; the problem was attention, not ignorance.
A cute singalong about idiotic ways to die, with train safety as the final punchline.
The Stupid/Smart of it
Stupid: Answering a government safety brief with beans dying idiotically — and burying the safety message last and lightest.
Smart: An insane tone for a life-and-death brief — but making it shareable instead of preachy is the only thing that could reach a tuned-out audience.
Rail safety owning 'dumb ways to die' is a perfect, un-transferable fit; a bank couldn't run it. Earned.
A genuinely good hit song → viral video → game, karaoke, merch → a public safety pledge. Built to spread and extend.
Making the song genuinely, annoyingly good. A merely competent jingle about train safety is a public information film.
Craft-poweredIt dies when described. It only exists once made. Has to be seen to work.
The devices behind this one, from our library of ways in: