Transport Accident Commission (TAC): Meet Graham [image] 3

Credits & Description:

Title: Meet Graham
Agency: Clemenger Bbdo Melbourne
Brand: Transport Accident Commission Victoria
Country: Australia
Entrant Company: Clemenger Bbdo Melbourne
Advertising Agency: Clemenger Bbdo Melbourne
Pr Agency: Clemenger Bbdo Melbourne
Production Company: Flare Productions Bbdo, Melbourne / Airbag Productions, Melbourne
Creative Chairman: James Mcgrath (Clemenger Bbdo Melbourne)
Chief Creative Officer: Ant Keogh (Clemenger Bbdo Melbourne)
Creative Director: Evan Roberts (Clemenger Bbdo Melbourne)
Creative Director: Stephen De Wolf (Clemenger Bbdo Melbourne)
Senior Planner: Matt Pearce (Clemenger Bbdo Melbourne)
Executive Producer: Sonia Von Bibra (Clemenger Bbdo Melbourne)
Pr Director: Nichola Patterson (Clemenger Bbdo Melbourne)
Senior Full Stack Developer: Sylvain Simao (Clemenger Bbdo Melbourne)
Art Director: George Mcqueen (Clemenger Bbdo Melbourne)
Copywriter: Tom Mcqueen (Clemenger Bbdo Melbourne)
Editor: Tom Marley (Finish Post Productions)
Editor: Raphaela Lee (Finish Post Productions)
Digital Designer: Jess Ramsey (Clemenger Bbdo Melbourne)
Music Composer/Arranger: Byron Scullin (Level Two Music)
Photographer: Adrian Lander (Clemenger Bbdo Melbourne)
Managing Partner: Lee Simspon (Clemenger Bbdo Melbourne)
Group Account Director: Naomi Gorringe (Clemenger Bbdo Melbourne)
Project Director: Kate Joiner (Clemenger Bbdo Melbourne)
Senior Manager, Road Safety: Sam Cockfield (Transport Accident Commission Victoria)
Project Manager: Cherie Mcmahon (Transport Accident Commission Victoria)
Acting Manager, Road Safety: Samantha Buckis (Transport Accident Commission Victoria)
Sound Designer/ Engineer: Stevo Williams (Flagstaff Studios)
Synopsis:
In 2011 the UN declared ‘global road deaths’ 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 behaviour, 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.
Outcome:
To date 287,282 people have visited Graham in the flesh, with an 86% increase in gallery visitation wherever Graham went. 1 in 6 people in regional areas saw the exhibition. Beyond the exhibit, Graham sparked a global road safety conversation. With over 10 million website visits in 5 days, 89% campaign message recall and 1.2 Billion global impressions in the first week. Graham has been adopted by the W.H.O. as the global face of road safety for 2017. An indication of the cultural impact of Graham comes from Google; search for ‘Graham’ and the first page of web results, and first 15 images, are all of the ‘Meet Graham’ campaign, achieved organically through user action ($0 on SEO). But the most important influence Graham has is on our future drivers, as he was integrated into school curriculums. To date over 2000 educational resources have been downloaded from the meetgraham.com.au website.
Campaign Description:
Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, part educational tool and ultimately a catalyst for conversation, Graham shows us how humans would need to change to survive a car crash. Over several months a trauma surgeon and a road safety engineer collaborated with a world-renowned artist using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence.Their goal was to create a visceral, interactive experience with a simple, unavoidable message. If you don’t look like Graham then you need to slow down on our roads.During the process key weaknesses in the human body were identified and modified, each change told a new story, showing what happens to our bodies in common crash scenarios. We then needed to find a way to bring this to life for those experiencing Graham in person.
Relevancy:
‘Meet Graham’ was a unique direct response campaign with behavior change at its heart. The Graham sculpture was the centre piece of it all with the touring exhibition reaching hundreds of thousands of Australians, with the web experience reaching millions more. It was created with the aim of bringing our Transport Accident Commission’s brand ambition to life, of creating a completely new way of talking to consumers about road safety, changing perception and behaviours. Graham provoked a visceral reaction from all who met him, and generated interaction and meaningful consumer participation to promote safer behaviour on our roads.
Strategy:
People understand that car crashes are traumatic, but as soon as you try to explain concepts like ‘kinetic energy’ or ‘impact force’ their eyes glaze over. So we went back to something every single road user could identify with; the human form.Throughout the process, decades of road safety data and medical research was interpreted and filtered by our key contributors Trauma Surgeon Christian Kenfield, Road Safety Engineer Dr David Logan and TAC’s own road safety researchers. This data helped identify the key weaknesses in the human body, which were then visualized by our artist, Patricia Piccinni. We then found a way to use new mobile technology, Google’s ‘Tango’ spatial mapping tech, to allow people to not only experience the overall aesthetic of Graham but to dive beneath the skin and discover each physiological evolution.
Execution:
People were introduced Graham via digital and real world experiences, with the interactive exhibition touring regional areas where people are 4 times more likely to be involved in a crash. It was however in the real world exhibition that the use of technology was key to maximize the experience. Visitors were able to use Tango, Google’s augmented reality spatial mapping technology to go beneath his skin and better understand his anatomy. This was the first time anywhere in the world that Tango had been used in this way. Each physiological change was a new source of information showing what happens to your body in a crash, creating a truly immersive experience. As Graham was adopted into school curriculums, this technology allowed visiting schools to truly explore him for themselves. The website then also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.