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Radio advertising also played a roll in spreading the message, which was so successful radio stations started playing the song for free.Īs the song gained so much attention and momentum, the PSA was further expanded to include train station/public posters and billboards, a children’s book and a website where people could ‘make the pledge’ to be safe around train stations. It became the Internet’s most shared video in 2012. A dedicated Tumblr page also accompanied the campaign which pushed the PSA to go viral. The campaign became an untameable beast as it became a global sensation. As of September 2018, the video has received over 170 million views. Within two weeks, the video had been viewed 30 million times.
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It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. It featured "Numpty, Hapless, Pillock, Dippy, Dummkopf, Dimwit, Stupe, Lax, Clod, Doomed, Numskull, Bungle, Mishap, Dunce, Calamity, Ninny, Botch and Doofus killing themselves in increasingly stupid ways" culminating in the last three characters (Stumble, Bonehead and Putz) being killed by trains due to unsafe behavior. It was uploaded to YouTube on 14 November 2012 and made public two days later. The video was animated by Julian Frost and produced by Cinnamon Darvall. But it was the YouTube video that really sealed this campaign’s fate. Within 24 hours of its launch in November 2012, the “Dumb Ways to Die” song reached the top 10 chart of iTunes. The resulting song, recorded by Tangerine Kitty, launched via iTunes, radio, YouTube and more. McCann, Metro's agency, decided to go down the route of entertainment, writing some hilarious lyrics to a song about all the dumb ways to die-such as poking a grizzly bear, selling both your kidneys on the internet or using your privates as piranha bait-to underline the message that you need to be safe around trains because one of the dumbest ways to die is to get hit by one.
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