In 2011 the UN declared global road death as a major public health problem and for this to be the Decade of Action. For over 25yrs the Transport Accident Commission in Australia have been successful pioneers of shock advertising campaigns, that have helped drive that road toll down. But in recent times Australians have become desensitised to these tactics and the road toll is on the rise.

By our very nature, people tend to overlook or play down their own frailties, their own vulnerabilities, as this is far easier than facing their own mortality. Whilst this is a natural behavior, when it comes to road safety it is a dangerous one. The TAC needed to find a way to cut through to people fatigued of road safety messages and create a visceral experience that would once again get them to consider their own vulnerabilities and prioritise safe road behaviour.

Australia first met Graham at a launch at the Victorian State Library, with the interactive exhibition then going on to tour regional areas where people are 4 times more likely to be involved in a crash.

Visitors used Tango, Google’s augmented reality technology (a first) to go beneath his skin and better understand his anatomy. Each physiological change was a new source of information showing what happens to your body in a crash.

To ensure maximum impact & reach, for those that couldn’t meet Graham in person we created a website that replicated the in-person experience, providing visitors with the interactive tools to explore him in 360 degrees to understand his physiology and the forces that come into play during a car crash.

As Graham was adopted into school curriculums, the site also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.

In July 2016, Graham was launched at the State Library of Victoria in Melbourne.

People were introduced Graham via digital and real world experiences, including online film, social content and PR.

Film, outdoor and social drove people to the interactive exhibition, which toured regional areas where people are 4 times more likely to be involved in a crash. Visitors could use Tango, Google’s new augmented reality technology, to go beneath his skin and better understand his anatomy.

For a wider audience that couldn’t meet Graham in person, social and online comms encouraged people to visit www.meetgraham.com.au. The site replicated the in-person experience, providing visitors with the interactive tools to explore him in 360 degrees, both internally and externally.

As Graham was adopted into school curriculums, the site also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.