Melbourne Metro, a transit service based in Australia, has been successfully using social media to educate the public about safety around trains. Last year they produced this video called Dumb Ways to Die starring a cast of cute little characters and a catchy tune.
And now Melbourne Metro has released a game related to the video's theme. You can download the game for free at iTunes here: Dumb Ways to Die App. These efforts provide a good example of how an agency or company can make use of social media to promote a serious message in a fun way that leads people to actually pay attention. Based on their success, I could easily see how this particular campaign could now be extended to offline formats such as t-shirts, coffee mugs, etc which helps to further promote their message to an even wider population.
You can check out more about their campaign on the Dumb Ways to Die website.
In 2011 in Australia there were 33 rail fatalities reported and 66 injuries (one region not reporting). According to the Federal Railroad Administration, in 2011 there were 673 people (non-employees/contractors) killed in train-related casualities in the United States. That same year 3,567 people (non-employees/contractors) were injured.