I wanted to take a different approach to my blog today, and thought I would share a light-hearted approach to a really important injury prevention problem – rail safety. I am sure many of you are familiar with the Dumb ways to die campaign launched by Metro Trains in Victoria last November, particularly after it was awarded a record number of prizes at the recent Cannes Lions International Festival of Creativity. You may have seen the app, the viral Youtube video, or had the song become a ‘brain worm’, as catchy songs are wont to do.

Perhaps of most importance is not the amusing characters who die from multiple ‘dumb’ methods, such as getting toast out with a fork, or selling both your kidneys, nor the jingly soundtrack. Of most importance for injury prevention is the improved rail safety in Victoria since the release of Dumb ways to die – a considerable one fifth reduction in incidents and fatalities.

Perhaps we need to think outside the box, such as using social media to reach today’s youth, when we want and need to prevent injuries.

Watch the video at http://dumbwaystodie.com/