Metro Trains Dumb Ways To Die
COMM 121 – INTRODUCTION TO MASS COMMUNICATION
Final Essay
Metro Train-Dumb Ways to Die
Enya Charles 00048104
Stefan Ramsoogoon 00037440
Trains travel in a straight line. If anyone gets hit by a train , probably would of done something wrong which makes getting hit by a train obviously one of the most dumbest ways to die.
Young people in Melbourne, Australia had displayed absent minded and cockamamy and feeble minded behavior around trains, some wind up with minor to serious injurious and death. Metro Trains approached McCann Melbourne with a basic brief for an enlightenment campaign, which could influence the audience to be more mindful. However, the task is actually quite tricky because the old school ‘Don’t do this or that!’ doesn’t work with this particular audience. This generation is somewhat immune to advertising, especially when it’s telling them how to perform, so that a very special approach was needed to actually change the manner conducted by one in this case. Safety PSAs are depressing and extraneous and largely ignored by the young people hardwired to resist them, except when they're irresistibly fun and impossible not to share with friends. “The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think Dumb Ways To Die will.” said John Mescall, executive creative director of McCann. Dumb ways to die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, in order to help promote rail safety. The song dumb ways to die was launched before the video was done, "The idea for a song started from a very simple premise: What if we disguised a worthy safety message inside something that didn't feel at all like a safety message?" said McCann executive creative director John Mescall. Then when the video was done and the song added to it. The song begins, "Set fire to your hair, Poke a stick at a grizzly bear, Eat medicine that's
Final Essay
Metro Train-Dumb Ways to Die
Enya Charles 00048104
Stefan Ramsoogoon 00037440
Trains travel in a straight line. If anyone gets hit by a train , probably would of done something wrong which makes getting hit by a train obviously one of the most dumbest ways to die.
Young people in Melbourne, Australia had displayed absent minded and cockamamy and feeble minded behavior around trains, some wind up with minor to serious injurious and death. Metro Trains approached McCann Melbourne with a basic brief for an enlightenment campaign, which could influence the audience to be more mindful. However, the task is actually quite tricky because the old school ‘Don’t do this or that!’ doesn’t work with this particular audience. This generation is somewhat immune to advertising, especially when it’s telling them how to perform, so that a very special approach was needed to actually change the manner conducted by one in this case. Safety PSAs are depressing and extraneous and largely ignored by the young people hardwired to resist them, except when they're irresistibly fun and impossible not to share with friends. “The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think Dumb Ways To Die will.” said John Mescall, executive creative director of McCann. Dumb ways to die is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, in order to help promote rail safety. The song dumb ways to die was launched before the video was done, "The idea for a song started from a very simple premise: What if we disguised a worthy safety message inside something that didn't feel at all like a safety message?" said McCann executive creative director John Mescall. Then when the video was done and the song added to it. The song begins, "Set fire to your hair, Poke a stick at a grizzly bear, Eat medicine that's