The Transport Accident Commission of Victoria, Australia wanted to start a conversation about our physical vulnerability to road trauma. Problem is, Victorians don’t want to talk about it.
We provoked them with ‘Graham’, a lifelike sculpture that shows how the human body would have to change to survive a car crash. As a meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about our vulnerabilities in person, online, and in the news.
‘Graham’ was an overnight success with his iconic form seen on news and diverse publishers across the world; helping prompt a global conversation about our vulnerability to road trauma.
He earned $25 million in media coverage and is a memorable road safety message for Victorians.