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Teacher guide The ad campaign

TLF ID M025077

This learning sequence invites students to analyse the 'Dumb Ways to Die' advertising campaign and how the key messages are communicated to the audience. Students then design a new iteration of the Dumb Ways to Die campaign, that could engage a young audience and provide messages about travel safety not covered by the original campaign, or devise their own advertisement focusing on an aspect of public transport safety of their choice.

Educational details

Educational value
  • This resource is of value for the year 6 English content description about how authors often innovate on text structures and play with language features to achieve particular aesthetic, humorous and persuasive purpose; and the year 7 content description about how point of view is generated in visual texts by means of choices, including gaze, angle and social distance. Students examine a range of safety advertisements and analyse how the language features and devices help the author deliver their messages to their intended audience.
  • The resource is also valuable for supporting the year 7 English content description about planning, drafting and publishing imaginative, informative and persuasive texts, selecting aspects of subject matter and particular language, visual, and audio features to convey information and ideas. Students are challenged to design their own public transport safety advertisement, using storyboards to plan for the visual and audio features that they would like to include and explaining how it helps deliver their message.
  • This resource is also extremely valuable for the Media Arts curriculum, especially the content descriptions about planning media artworks for specific audiences as students are engaged in collaboratively planning their safety advertisement with a particular message and audience in mind.
  • This resource is also valuable for addressing the Critical and Creative Thinking general capability, as students are given multiple opportunities to create ideas and actions, expanding on known actions and ideas as they work collaboratively to create their advertising campaign.
  • This resource is of great value to supporting the years 6 and 7 Victorian curriculum English and the Arts learning areas and the Critical and Creative Thinking capability, as it directly links to relevant Victorian curriculum content descriptions.
Year level

6; 7

Other details

  • Contributor
  • Name: Education Services Australia
  • Organization: Education Services Australia
  • Description: Data manager
  • Address: VIC, AUSTRALIA
  • URL:
  • Copyright Holder
  • Name: Education Services Australia
  • Organization: Education Services Australia
  • URL:
  • Publisher
  • Name: Public Transport Victoria
  • Organization: Public Transport Victoria
  • Description: Publisher
  • URL:
  • Resource metadata contributed by
  • Name: Education Services Australia Ltd
  • Organisation: Education Services Australia Ltd
  • Address: AUSTRALIA
  • URL:
Access profile
  • Unknown
Learning Resource Type
  • Online
  • © 2019 Education Services Australia Ltd, unless otherwise indicated. Resource developed by Education Services Australia for Public Transport Victoria.