'Dumb Ways to Die' is an Australian public service announcement campaign by Metro Trains in Melbourne, 

to promote rail safety. The video went viral  in November 2012.

 

The campaign was devised by advertising agency McCann Melbourne. The aim of this campaign was to engage an audience that really doesn't want to hear any kind of safety message.

 

The song's lyrics contain a description of different ways of committing suicide, such as: using drugs beyond their expiration date, standing on an edge of a platform, running across the rails, eating superglue and more. The animated personages demonstrate dangerous ways of suicide in a comic format that appeals to children and teenagers. The lines such as “hide in a dryer” and “what's this red button do?” contain an incitement to commit those acts.

 

The campaign received some criticism on the basis that suicide is one of the most influential causes of rail trauma, and the advert reinforces deadly trains as a possible suicide method. In February 2013, Artemy Lebedev's blog was censored by the Russian government for including the video. Later that day, the YouTube video was also censored.

 

The company also released a karaoke version of the song as well as games for iOS and Android.