Denver RTD launches 'Dumb Ways to Die' safety campaign

Denver's Regional Transportation District (RTD) launched a new safety campaign on Jan. 21. A key component of the campaign is the Dumbs Ways to Die three-minute animated music video featuring 21 cartoon characters who deliver important safety messages in an unusual manner.

RTD is partnering with Metro Trains Melbourne in Australia, where the Dumb Ways to Die video has already proven to be a success, resulting in more than 75 million pledges worldwide from people committed to being safe around trains. Additionally, the Dumb Ways to Die video currently has nearly 119 million views on YouTube.

In the video, animated characters are shown making dangerous choices, like petting a rattlesnake, with tragic results, including the final characters exhibiting unsafe behaviors around trains.

In 2012, Melbourne, Australia’s Metro Trains launched Dumb Ways to Die, a creative safety awareness campaign. The campaign pairs cute colorful cartoons with humorous and ridiculous death scenarios — ultimately highlighting acts of stupidity around trains. The end goal is to use humor to have a serious conversation about safety. The campaign brought global attention to the topic of train safety through song, video, and game.

Now for the first time in the U.S., RTD is bringing the "Dumb Ways" campaign to its customers to educate, entertain, and create conversation about public safety around buses and trains.

During their campaign, Metro received 75 million pledges worldwide from people committed to being safe around trains.

As a part of the launch, Union Station was covered in graphics of the characters and costumed mascots from Australia made an appearance, while RTD staff were on hand encouraging people to sign a safety pledge and handing out safety information and giveaways.

For more information about the campaign, visit http://www.rtd-denver.com/safety.shtml.