Step Outside Your Comfort Zone in Healthcare Marketing

“I solemnly swear to not do dumb stuff around trains.”

Melbourne Australia’s Metro Trains is here to tell you not thinking about train safety is dumb. The campaign, Dumb Ways to Die, pulls no punches and gets the message across loud and clear. Instead of using traditional messages to promote train safety, the creators of the campaign stepped outside their comfort zone to spread a provocative and memorable message—and it’s working. The train line reported a 21 percent reduction in accidents and deaths since launch. Its campaign song reached the top 10 on iTunes charts, and the three-year-old campaign is still going strong, even spawning a line of plush toys, a book and a top-ranked mobile game……