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.

Meet Graham“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.

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.

Client: Transport Accident Commission (TAC)
Creative Agency: Clemenger BBDO Melbourne
Experiential Augmented Reality: Airbag Productions


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