• Agency : Clemenger BBDO Melbourne
  • Place :  Worldwide
  • The World Health Organization, which aims at improving people’s health all around the world
Objective / insight
  • About 1.3 million people die in road crashes every year, an average of over 3,000 deaths a day
  • An additional 20 to 50 million people get injured on the roads each year
  • Behavorial changes are therefore necessary to make the roads safer
Implemented strategy
  • To raise awareness about road safety issues, The World Health Organization analysed hundreds of thousands of car crashes and designed a body that could survive them all
  • During 6 months, artists and specialists worked on a 60 kg sculpture, called Graham, that gives a vivid image of how a person able to survive all this crashes would look like.
  • The sculpture has been placed in the state Library of Victoria, Australia. Interactive tools enable visitors to get more details on Graham’s legs, ribs and facial features
Technology implemented
  • A large database of car accidents has been thoroughly analysed to identify the kind of shocks Graham would have to withstand.
  • A 360° view of Graham is available on the Internet.
  • The museum is also equipped with interactive tools
  • Most trending topic on Facebook and Twitter
  • 10 million website visits in 5 days
  • 300,000 people met Graham physically
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