LO1: Campaign 2

Campaign: Metro trains: Dumb Ways To Die

The date of this YouTube video for this campaign was in 2014 Their slogan being "I solemnly swear to be safe around trains" this is the main slogan that helps them get their message across.

Their target audience is has a young age as they are linked to games and technology and can be influenced. Their interests would be games which this campaign is featured on. Also interests in maybe cartoon graphic images that is featured in this campaign.

The key message from this advertising campaign is too take care when near trains and always be focused. Play the game.

One method used is the use of appropriate violence that tells people the truth. Silly scenarios that engage younger people. Game method that creates more awareness.

The groups of people that would be engaged by this is young people as they are linked with technology especially games. That could also be the stereotype of young people that they don't pay attention by technology so the campaign tries to engage the people by the use of that. This engages with a younger audience.

This campaign would be 24/7 as it is an app or video that can be viewed anytime. This platform could create events of awareness with game updates. This campaign was revamped in 2014 after the official YouTube video in 2012 that received a lot of attention.

The use of the game platform reinforces the message that technology can be dangerous, by using technology to keep them aware. This will increase the likelihood people listening.

The ethical issues for Dumb Ways To Die would be making sure that because the campaign is around death that it is not too graphic for the audience. This will be done to avoid legal action aswell. This would have been considered in pre-production. 

They have avoided scrutiny by making the campaign into a bright happy animation but with minor violence.
In my opinion the campaign is slightly violent for a child's game as it shows blood poring out and being cut in half.