TAC shows what a human would have to look like to survive a road accident
The Victorian Transport Accident Commission (TAC) is asking drivers to ‘Meet Graham’, a man with a warped head, battering ram chest and elongated feet, in an attempt to show the normal human body isn’t built for car accidents.
The new TAC campaign, created by Clemenger BBDO, sees a shift in strategy with the government authority working with a leading trauma surgeon, a crash investigation expert and Melbourne artist to produce ‘Graham’, an interactive lifelike sculpture aimed at demonstrating human vulnerability.
“People can survive running at full pace into a wall but when you’re talking about collisions involving vehicles, the speeds are faster, the forces are greater and the chances of survival are much slimmer,” said Joe Calafiore TAC chief executive officer.
“Cars have evolved a lot faster than humans and Graham helps us understand why we need to improve every aspect of our roads system to protect ourselves from our own mistakes.”
Royal Melbourne Hospital trauma surgeon Christian Kenfield and Monash University Accident Research Centre crash investigator David Logan briefed Melbourne sculptor Patricia Piccinini to develop Graham.
Calafiore noted that “human vulnerability” underpinned the new campaign which is aimed at helping moving Victoria towards its zero road fatalities target.
“We have to accept people will always make mistakes, but modern vehicle safety technology and safe road design can drastically reduce the forces involved when a crash happens, making them more survivable,” said Calafiore.
Graham will be in an installation on show at the State Library of Victoria until August 8, before going on a roadshow.
Meet Graham @Library_Vic. The only person designed to survive on our roads. @TACVictoria #MeetGraham pic.twitter.com/FKhCf1Z4hs
— State Library Vic (@Library_Vic) July 21, 2016
Drivers can also interact with Graham online with the TAC also launching an augmented reality experience, via Google Tangle, which allows them to look beneath Graham’s skin and better understand how his unique features would work to cushion him from serious injury in a crash.
A school curriculum has also been developed to enhance the learning experience for students visiting Graham in person or online.
“Graham is an educational tool that will serve the community for years to come as a reminder of why we need to develop a safer road system that will protect us when things go wrong,” said Calafiore.
Credits:
Client: Transport Accident Commission (TAC)
Creative Agency: Clemenger BBDO Melbourne
Experiential Augmented Reality: Airbag Productions
Relative of the Sontaran from DR Who
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I always found Piccinini’s work confronting and unsettling; perfect for this communication. Superb work.
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I think Clemenger need a lesson in website loads LOL
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Fascinating stuff and highly creative. However, part of me suspects that, beyond the compelling content, this will do little to actually change attitudes or behaviour. I hope I’m wrong though.
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@Rich. Little may be all that’s asked of it right now. With enough exposure, however, this ‘one percenter’ might really make its way into our consciousness; particularly if it becomes an ongoing character used within tvc/other motion media narratives in a manner done so well by this agency.
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On behalf of all Graham’s out there – why the hell wouldn’t they create a fictional name to go with this fictional character? I’ve received relentless ridicule and harassment since this campaign launched.
How could an agency think this would not have a negative effect on people who share the name with this thing!!!
Very insensitive
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https://www.youtube.com/watch?v=Ds460ROBHnA
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What a waste of public money. As if this will do anything at all to reduce the road toll. Stupid people with stupid ideas.
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I agree with Steve. A huge waste of money no thanks to the TAC. Sure, Patricia is a true artist and her work, whether you like it or not, is super creative and she’s very talented, however, I don’t see how a concept of a human who’s evolved due to in-seat car driving conditions will reduce us silly, normal humans from having car crashes.
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I would have to disagree strongly with the most recent comments. How an earth can this be seen as a waste of money when the TAC site has over 1 million hits in 48 hours with a campaign that has gone viral worldwide? It also looks like there has been little to no media spend behind it. Great work Clemenger and well done to the TAC for believing in such brave work ??
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Whoever did the PR for this campaign deserves a medal. Never seen anything like it.
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