The Viral Positivity of 'Dumb Ways to Die'

How an Australian public service announcement became an Internet sensation
Courtesy Melbourne Metro via YouTube

More than 50 million people have now watched the YouTube version of “Dumb Ways to Die,” an animated video depicting kidney bean-shaped creatures happily being mauled, electrocuted, murdered, and run over by trains. Since it was produced last November, the video has spawned at least three parody videos that have each been watched over a million times, was recently turned into an iPhone game that is now the seventh most popular free app in Apple’s app store, and is being turned into a children’s book. This week it has won three awards at the Cannes Lions International Festival of Creativity.

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