Immovable man

26.07.2016 Project Graham : Road Safety : Marketing
Project Graham by The Transport Accident Commission, Australia

Victoria, Australia – The Transport Accident Commission (TAC) is spreading the word on road safety with an unusual campaign.

  • Project Graham marks a shift away from the TAC’s traditional road safety campaigns
  • The installation is on display at the State Library of Victoria until 8 August 2016

With a thick skull, organic airbags and tough skin, Graham is an artist’s rendition of a human that would be able to withstand the impact of a car crash.

The incredibly lifelike sculpture was created by artist Patricia Piccinini, who worked with surgeons and road traffic accident investigators to identify the parts of the human body that are most vulnerable in the event of a crash.

An interactive experience powered by augmented reality technology Google Tango enables visitors to see inside Graham’s body. Following the exhibition, the model will be used by the TAC to teach young Australians about the importance of road safety.

‘For me, it’s interesting to make something that is a vehicle for a very important idea as well as a museum piece,’ says Piccinini.

The Big Picture

For more on how brands are using a combination of fear and optimism in their marketing strategies, read our Scare Marketing microtrend.

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