TV advertising campaign

The TV advertising campaign that I have chosen is Metro Trains' Dumb Ways To Die. This campaign is a PSA (public service announcement) to help raise awareness to people to take care of themselves when around trains as it could lead to fatal accidents. Metro Trains decided to make the campaign targeted at kids so they made the choice to mix catchy music, cartoon characters to get their attention while also making it light hearted by making different jokey ways to die such as poking a bear with a stick. The sense of dark humour gives the campaign a more serious tone which can then make the ad targeted to a mixture of audiences. The jokes in the ad such as using yourself as piranha bait underline the main message of staying safe around trains as the song practically states that it is in fact a dumb way to die.