‘Dumb ways to die’ Wins Award for Best Campaign of the Decade.

McCann Melbourne’s ‘Dumb ways to die’ educational safety campaign for Metro Melbourne won Best of the Decade at the Asia-Pacific Tambuli awards last week.

The campaign, which first appeared in November 2012, has become the most awarded in advertising history, and in the history of Cannes, with 28 Lions, including five Grand Prix awards.

Best of the Decade is a special award at this year’s tenth anniversary of the Asia-Pacific Tambuli Awards, which honour the campaigns that best exemplifies:
- the creative idea
- execution of human good
- whilst achieving business results

The Tambuli awards recognise human good in mainstream communication, and is not based solely on charity, advocacy, pro bono or CSR campaigns, but on mainstream campaigns which promote humanity and purpose and deliver results.

The video for the campaign features a song listing dumb ways to die, and finishes off with a few associated with unsafe behaviour around trains and train station platforms and crossings, before delivering the ‘be safe around trains’ message.

Here is the original Dumb Ways to Die video: