The Safety Ad That Went Viral

August 12, 2025

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In 2012, Melbourne’s rail network had a big problem. Too many accidents near trains.
The old safety ads were serious and heavy. People ignored them. The team decided to try something different. Make safety fun. Make it impossible to scroll past.

The idea was simple. Show absurd ways to die, like poking a bear or selling both kidneys online. Then slip in the real message: being unsafe near trains is just as foolish.

The Launch: Death, Music, and Millions of Views
On 14 November 2012, a quirky animated video went online. The song was sweet, catchy and strangely cheerful. Little bean-shaped characters met silly but deadly fates.
It was dark. It was funny. And it was impossible to forget. The internet loved it.

  • In 24 hours, the song hit the iTunes Top 10.

  • In 48 hours, it reached number 6 in its category worldwide.

  • On YouTube, it pulled 2.5 million views in two days.

  • Within two weeks- 30 million views.

And they didn’t stop there. A mobile game launched in 2013.
Players saved the characters from ridiculous deaths.
It became the number-one app in 90 countries.

The Impact: More Than Just Clicks
This was more than a viral hit. By the next year, train-related accidents dropped by up to 20%. People remembered the message because they enjoyed it.
It wasn’t just information. It was an experience.

The campaign swept many awards.
It became a cultural moment. There were memes, parodies, T-shirts, and toys.
A local safety ad became global pop culture.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv