The video has been deleted from my iphone by my 12 year old son so I can't share it, but imagine the scene... He's sat on the toilet, ipad on his lap. signing along to "Dumb ways to die, so many dumb ways to die...". I thought I'd video him and use it to blackmail him (I'm a great Dad), but, once he realised I was videoing I asked him what he was watching. It was, in his words, "a really cool video and game about being safe around rail tracks from Australia". from Australia? How many safety message marketing campaigns can you remember? I can recall "Think once, think twice, think bike" - but that's about it. It's been created for the Melbourne Metro, an amazing viral campaign that has had 49 million views on youtube. http://youtu.be/IJNR2EpS0jw The website www.dumbwaystodie.com is simple but really engaging at the same time. It certainly got my 12 year old's attention - and mine - job done on rail safety then!