“Dumb Ways to Die”: A Case Study of The Most Popular Public Service Campaign on the Internet


On November 2012, a viral video made by Melbourne Transit Authority entitled “Dumb Ways To Die” has become an Internet hit. Within a week, “Dumb Ways to Die” had been watched by over 20 millions of YouTube viewers. We also listed it on our April post, Top Ten Most Socially Innovative Brands in Australia.

Why and how does this video  became a successful viral hit? To understand this, you may consider watching the video “Dumb Ways to Die” below. Check it out: