Dumb Ways to Die is a viral video that was created by the Australian government in attempt to promote rail safety among it’s reckless youth.

Enlisting Social Media to Promote Rail Safety!

Dumb Ways to Die is a public service announcement campaign by Metro Trains in Melbourne, Australia to promote rail safety. This silly ad with a serious message shows animated, anthropomorphic blobs that die in ridiculous ways. The video has garnered a huge buzz around the world and the campaign went viral through sharing and social media almost instantly. On this hilarious video one meets its demise by playing with a wasps’ nest, another uses its “private parts as piranha bait” and is eaten by the fish. sounds silly right? The point is that the dumbest ways to die are by acting unsafely around oncoming trains.

When Something Works… Do it Again!

After seeing how well this viral video did. McCann Melbourne, who created it, decided to maximize the success and developed a great iOS app for iPhone and iPad. On this app you play all the dumb characters from the clip and try to not repeat their mistakes and show that you have learned proper safety. You have to be both fast and careful as you complete short tasks that reward you by unlocking more characters that you can play. The rail safety campaign already has won dozens of ad industry awards and is likely to rack up even more during the Cannes ad fest, which begins June 16. If you don’t know it yet, check it out here and learn the right way to promote rail safety.