The Australian Metro recently needed to get out a safety message to their commuters. But not wanting to go the somewhat boring route of a traditional PSA, they opted instead for an edgy video featuring cute characters killing themselves in idiotic ways.

Viewers instantly took to Dumb Ways to Die, and it has been viewed more than seven million times in the past week! Check it out below. The video is designed to demonstrate the danger and stupidity of messing around on platforms, tracks and level crossings. The song is performed by Tangerine Kitty.

Leah Waymark, General Manager of Corporate Relations for Metro Trains, explains:

The campaign evolved out of discussion with platform staff and drivers who witness people risking their safety around train stations and at level crossings. We think if we can change the perception of safety for the younger generation, we can possibly change safety perceptions for the generation after that. Some people might have an issue with us making light of what is a serious topic, but if we can save one life or avoid serious injury, then that’s how we’ll measure the success of this campaign.

[Source: Herald Sun]