Over the years, Australian PSA producers have had to get creative with their marketing, and by that we mean dramatic PSA campaign strategies. The gloomy voiceovers, the calls you never want to make, the scare tactics and the post-incident reality diagnostics. If you grew up in and around Australia, like the team at Ignite Search, you probably remember Agro shouting “Belt up, OK!” on TV, or those Drink Driving/Drive Safe TAC ads that made you turn away from the screen. The “Quit Smoking” clips were… “graphic,” with tar-stained lungs and hacking coughs and the Alcohol “Think Again” ads are pretty heavy. They’ve been part of Aussie culture for decades. But today, people—especially younger audiences—have tuned out.
They don’t want to be lectured. They don’t want to be guilt-tripped. They want to be engaged. That’s exactly what we help organisations do at Ignite Search. Through creative campaign strategy, audience-led content, and partnering with leading storytelling video production agencies, which actually earns attention, we help brands reimagine what public awareness can look like.
And we’ll be honest: a big part of it comes down to this: forget being original. Just be real, inspired and creative. Let’s unpack three brilliant PSA campaign strategies that broke the mould and share how you can build something just as effective.
CASE STUDY 1: Lead with Creativity—”Dumb Ways to Die”
Metro Trains Melbourne could have made another dry safety ad. Instead, they launched a bizarrely catchy music video full of singing cartoon characters dying in ridiculous ways.
“Dumb Ways to Die” was unexpected, funny, and ridiculously shareable.
The results?
- Over 300 million YouTube views
- 100,000+ iTunes downloads
- Top 10 Music chart spot in 2013
- 340 million mobile game downloads
- A 10–20 percent drop in rail-related incidents
Instead of scaring people, it entertained them. And it worked.
This is what happens when you let creativity lead and the message follow.
At Ignite Search, we help teams unlock bold creative angles that still serve the message. We don’t believe in boring. We believe in results.
Want to find your “Dumb Ways” inspired angle? Let’s sketch it out together.
CASE STUDY 2: Participation Over Promotion—”The Swedish Number”
Imagine dialling a phone number and being connected to a random person in Sweden. That’s exactly what the Swedish Tourist Association did with their “The Swedish Number” campaign.
No filters. No script. Just real conversation.
It was more than a tourism gimmick—it was a cultural moment.
What happened?
- Nearly 200,000 calls from 180+ countries
- Global media coverage
- Huge earned media value and audience connection
It worked because it wasn’t polished. It was real. People trusted it because it let go of control.
At Ignite Search, we help you design campaigns that invite people in. You don’t need to shout louder; you just need to open the door.
Keen to build something interactive and unexpected? Reach out and book a consultation with us.
CASE STUDY 3: Tell a Human Story—”Like a Girl”
The feminine hygiene brand ‘Always’ took a phrase often used as an insult and turned it into the centre of a global empowerment PSA campaign.
They asked people to run, throw and fight “like a girl.” The differences between adults and children were heartbreaking… and hopeful.
The campaign didn’t just advertise. It started a conversation.
Impact?
- Over 90 million views
- Viral hashtag
- Multiple Cannes Lions awards
It worked because it was honest. It asked a question and let people answer. No preaching, no pressure, just truth.
Back in Australia: Quit Smoking Campaign Refresh After decades of intimidating smoking Australians with disturbingly visual anti-smoking ads, Quit Victoria changed tact for a new quit smoking campaign, ‘[Name]’s Story’ where lifetime smokers told their stories; it was human, honest and very real….You Beauty!
Realising the effectiveness of the human story as a PSA, State Quit Smoking PSA providers went on to create more campaigns based on this principle.
- The ‘1 in 3 Cancers’ campaign, which also used intimate, real-life narratives, reached 7.8 million impressions in the first four weeks
- Generated 66,000+ page views, 38,000+ unique visitors, and 520,000+ video views
At Ignite Search, we help brands tell the story behind the data. Real voices. Real impact.
Got a message people need to feel, not just hear? Let’s craft it together.
Let’s Build Something That Works
If you’re working on a campaign that needs to spark behaviour change, raise awareness or simply get noticed, you’re in the right place.
We’ve helped government departments, not-for-profits and purpose-driven organisations turn dry, complex messages into memorable creative.
And we can do the same for you.
Our services include:
- Campaign strategy and messaging
- Creative concepting and scripting
- Content production and rollout
- Audience targeting and distribution
Because at the end of the day, Ignite Search transforms your company’s vision into results.
🚀 Book a Free Creative Campaign Session
Ready to make something worth remembering?
Let’s chat. No pressure, no jargon, just smart ideas and sharp thinking.
Book your free creative consultation and let’s see what your message could become.
