Sponsorship & Event Marketing

Silver
CAMPAIGN
How the world met Graham
AGENCY
Clemenger BBDO
CLIENT
Transport Accident Commission (TAC) Victoria
BRAND
Road safety awareness
DETAILS
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 vulnerability online, in-person, and in the news.
 
‘Graham’ was an overnight success with his iconic form seen on the news across the world; helping prompt a global conversation about our vulnerability.
 
He was covered by over 2,500 individual news stories in over 50 countries from broadcasters as diverse as CNN, The Guardian and TheLadBible, was viewed over 33 million times, and earned over $24 million in coverage – without a cent spent on paid media.
 
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