Case | HBS Case Collection | January 2014 (Revised June 2014)

Dumb Ways To Die: Advertising Train Safety (A)

by John Quelch


The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.

Keywords: advertising; digital marketing; Viral Marketing; Advertising; Marketing Communications; Social Marketing; Advertising Industry; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe;


Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)