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2017 One Show - Public Relations

Meet Graham

Agency Clemenger BBDO / Melbourne

Client Transport Accident Commission (Victoria)
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Annual ID

OS_PR17025S

About the Work

In the face of a rising road toll, how do you make people stop and consider their own vulnerability? Part interactive sculpture, part educational tool, and a catalyst for a global conversation, Graham shows us how our bodies would need to change to survive a car crash. Using decades of road safety data and medical research a trauma surgeon, a road safety engineer and a renowned artist reimagined the human form to deliver evolution underpinned by evidence. Graham was then introduced to the world via PR, an interactive exhibition, website, film, social and outdoor. Within 24 hours he’d sparked a global road safety conversation as he was discussed, debated and memed. And in 2017, he’ll join the World Health Organisation as their international face of Road Safety to remind us all of our vulnerability on the road. By leveraging community partners this was achieved with a $0 media spend.