Meet Graham, the survivor

Melbourne Advertising agency Clemenger BBDO has launched an innovative road safety project for The Transport Accident Commission (TAC). The project is in the form of a human interactive sculpture, Graham.

And he’s no oil painting!

The lifelike sculpture is a rather unattractive human with a bloated head, inverted face, sagging flesh and numerous nipples. But says his creators, Graham is a “true visual representation of what humans would need to look like to withstand even a low speed crash”.

Created by renowned Melbourne artist Patricia Piccinini, Royal Melbourne Hospital trauma surgeon Christian Kenfield and Monash University Accident Research Centre crash investigator David Logan; Graham is intended to spark conversation about the vulnerability of the human body.

“Graham is not the solution; he is a catalyst for conversation about our vulnerability. He can plant that seed in our minds about how vulnerable we are on the roads" Piccinini said.

The TAC is known for creating bold ad campaigns which challenge public thinking (and sometimes turn stomachs!), and the creation of Graham is no exception.

Evan Roberts, Clemenger BBDO Melbourne Creative Director, told motoring.com.au, “Humans will never catch up to our advancements in transport, so Graham is a way for people to think about their own vulnerability and the road toll in a totally different way - a way free of scare tactics and guilt.”

Graham incorporates the new Google platform Tango, which demonstrates how Australian creatives are embracing augmented reality technology.

When visitors see Graham in the flesh, they will be able to use Tango via their smartphones to look beneath Graham’s skin and understand how his features would work to cushion him in a crash.

Will Graham have a positive impact on our road toll? Time will tell, but it will get you thinking in the meantime.

You can see 'Graham' at the State Library of Victoria until August 8 or interact with him online at meetgraham.com.au.