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

Dumb Ways To Die: Advertising Train Safety (A)

By: John Quelch
  • Format:Print
  • | Language:English
  • | Pages:2
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Abstract

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

Viral Marketing; Advertising; Marketing Communications; Social Marketing; Digital Marketing; Advertising Industry; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe

Citation

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

About The Author

John A. Quelch

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