Accidents and deaths among young people on Melbourne’s Metro train system had been on the rise for years. But public safety messages generally don’t work on young people. We had to find a way to get them to care about being safe around trains. 

Rather than use shock tactics, we used entertainment and branded content to engage our audience, and then convinced them to pledge to be safe around trains.

First we launched a song on iTunes and a music video on YouTube. Then a book, a smartphone game, interactive outdoor posters, radio advertising and tumblr GIFS. A karaoke version of the song was even played on train stations. All channels led to our website, where people could learn more about safe behaviour around trains and take the pledge to not be dumb.

Young people viewed, created, shared and even purchased our rail safety message in unprecedented numbers. And just four months after launch, the Melbourne Metro has recorded a 21% reduction in accidents and deaths compared to the same time last year.