McCann has made the point that it’s dumb to die in an accident that wouldn’t have happened if the people involved hadn’t done something stupid.

How do you make this point to young people? In a music video. This is exactly what McCann did.

The video and song, Dumb Ways to Die, may be downloaded from the iTunes store or via DumbWaysToDie.com.

The campaign will also appear in press, through a Nova radio promotion, on Tumblr, through small and large space outdoor, and throughout the Metro Trains network. The print execution provides people with the song lyrics, or, all the dumb ways you could die. These are, "Invite a psycho killer inside/ Scratch a drug dealer's brand new ride/ Take your helmet off in outer space/ use a clothes dryer as a hiding place... and, "Stand on the edge of a train platform/ Drive around the boomgates at a level crossing/ Run across the tracks between the platforms/ They may not rhyme but they're quite possibly/ The dumbest ways to die."

“We’ve got people eating superglue, sticking forks in toasters and selling both their kidneys. But truth is indeed stranger than fiction, and we still couldn’t come up with dumber ways to die than driving around boom-gates and all the other things people do to put themselves in harm’s way around trains,” McCann executive creative director, John Mescall lamented. “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”

“The safety of our customers is our single most important consideration. So it’s terribly sad to see so many preventable accidents or near misses on our train system,” commented Chloe Alsop, marketing manager of Metro Trains. “This campaign is designed to draw people to the safety message, rather than frighten them away. Especially in our younger segments. We want to create a lasting understanding that you shouldn’t take risks around trains, that the prospect of death or serious injury is ever-present and that we as a community need to be aware of what constitutes both safe and dumb behaviour.”

Mescall and creative partner, Pat Baron, developed the campaign with animation by Julian Frost and digital team, Huey Groves and Christian Stocker. Producer was Cinnamon Darvall. Music composer and producer, Oliver McGill