The aim of this campaign was to encourage young people to care about safety around trains. This was achieved by claiming that being unsafe around trains is the dumbest thing you could do. A song was written and a video was released. Within a week there were over 20 million views on YouTube. Content was also made for Tumblr, Instagram and Sound Cloud. This had a huge viral effect. The campaign song was then uploaded onto iTunes, resulting in 20 countries downloading the song. Consequently this promotion was the most shared public service campaign in history, 6th most viral ad of all time and $60 million was raised in just six weeks! A great example of an integrated case study.

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