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"Dumb Ways to Die" is the Cutest Safety Awareness PSA Ever

Yasha Wallin

A Melbourne-based creative agency has created the cutest PSA video animation about safety awareness that in two weeks on YouTube already has 28 million views. The project is a perfect case study of what elements can make for a viral hit: cuteness, shocking violence, a certain Internet-y strand of absurd comedy, and "GIF-ability."

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