A Report on Case Study Analysis of Project Meet Graham Advertisement.

1. IMPACT OF PUBLIC AWARENESS
ADVERTISEMENTS
(A Case Study on Project Meet Graham Advert)
by
Siddharth Bhatnagar

2. i
ACKNOWLEDGMENT
I am highly indebted to Mr. Shamal S. for his guidance and for giving me the opportunity to
work on this captivating seminar ‘Impact of Public Awareness Advertisements: A Case
Study on Project Meet Graham Advert.’ His constant supervision and help played a key role
in the successful completion of this seminar.
Siddharth Bhatnagar

3. ii
ABSTRACT
What does it take to survive a car crash? We're so accustomed to hopping behind the wheel of
a car, or into the passenger seat, that we rarely stop to consider how vulnerable we are.
Perhaps if we knew better, we'd take more care on the road.
Transport Accident Commission (TAC) of Victoria, Australia collaborated with Towards
Zero organization and started the Project ‘Meet Graham’ to aware people about road safety
by digital marketing and advertisement.
‘Graham’ is a grotesque artistic impression of a human who can survive the transport crashes;
the project got acclaim for the usage of distinctive intriguing advertisement strategy by
various media houses such as: Mashable, The Independent, CNN, BBC etc. It won 2 awards
and was one of three campaigns to pick up the top Cyber Grand Prix at the 2017 Cannes
Lions festival.
The advert features ‘Graham’ as a superhuman capable of withstanding a crash; the ad
focuses on how ‘Graham’ is distinct from the rest of humans and ends with the question:
Are you Graham?
Drive Safe!

4. iii
CONTENTS
Particulars Page No.
Acknowledgement i
Abstract ii
List of Figures iv
Chapter-1: Introduction 1
Chapter-2: Challenges 4
Chapter-3: Strategies and Solutions 6
Chapter-4: Results 8
Chapter-5: Opportunities and Limitations 10
References 13

5. iv
LIST OF FIGURES
Figure Number and Name Page Number
Fig. 1.1: Project Meet Graham Billboard Advert 1
Fig. 1.2: Project Meet Graham Leaflet 2
Fig. 2.1: Challenges and Problems faced by TAC 4
Fig. 3.1: Strategies used by TAC 6
Fig. 3.2: Solutions found by TAC 7
Fig. 4.1: Results of Project Meet Graham 8
Fig. 5.1: Opportunities in Indian Context 11
Fig. 5.2: Limitations in Indian Context 12

6. 1
Chapter 1
Introduction
What does it take to survive a car crash? We're so accustomed to hopping behind the wheel of
a car, or into the passenger seat, that we rarely stop to consider how vulnerable we are.
Perhaps if we knew better, we'd take more care on the road.
Historically, the TAC has sought to reach its audience through mass media campaigns.
Working with their media agency, the organization looks for clear and emotionally resonant
messages to improve driver behavior, and pushes them out via television campaigns and
extensive print and outdoor advertising. However when it came to driver vulnerability, the
TAC needed a new approach. The issue was too complex for a 60-second television
commercial.
Meet Graham
Fig. 1.1: Project Meet Graham Billboard Advert.

7. 2
Sometimes the surreal helps us to better understand reality, which is why the TAC decided to
develop Graham. Designed by acclaimed sculptor Patricia Piccinini in collaboration with
Royal Melbourne Hospital trauma surgeon Christian Kenfield and Monash University
Accident Research Centre crash investigator David Logan, Graham has been designed to
show what a person would need to look like to survive a car accident.
Fig. 1.2: Project Meet Graham Leaflet.
A sculpture both incredibly lifelike and unnatural, Graham has specific evolutionary features.
His torso is huge, holding extra ribs and fluid pockets designed to act like airbags. His neck is
gone, with the powerful ribs extending up to the skull to protect the spinal cord and the brain.
His facial features are flattened and his skin is toughened, to prevent topical damage and
abrasions. His legs are extended, like powerful animal hooves, to help a Graham as a
pedestrian spring over the height of a family four-wheel drive to avoid blunt force trauma.
His skull is thick with in-built crumple zones.

8. 3
The idea, so beautifully executed, was to create a distorted human that teaches us about our
own human frailty. Graham is a strangely sympathetic creature, designed to make us take
better care of ourselves.
Graham made his debut appearance at the State Library of Victoria in August 2016, where
visitors could observe his strange humanoid shape, and explore his internal features with the
help of augmented reality. Teenage students were particularly fascinated with Graham,
pouring over the details of his unique body while learning about the vulnerability of their
own.
Rather than see thirty seconds of a TV campaign, the students were spending half an hour or
more at the exhibition – a deep dive into the TAC's 'vulnerability' message. And of course,
because Graham is both extraordinary and oddly photogenic, they shared photos of him via
social media, disseminating the TAC campaign into the broader community.
After leaving the State Library, Graham began a tour of regional destinations throughout
Victoria. Regional communities are over-represented in road trauma and the TAC were
particularly excited about the opportunity to bring a deeper conversation about vulnerability
right to their front doors.
Regional communities were excited about the opportunity, too, with galleries across the state
set to host Graham, and demand rolling in from various from regional areas where he isn't yet
slated to travel.
Graham has proven so captivating that interest is only getting stronger, and the longevity of
the project is one of the key markers of its success.

9. 4
Chapter 2
Challenges
TAC were facing some major challenges relating to the road accidents in their state which
were mostly of the avoidable nature and were results of silly driving practices and the
consequences of not following the traffic rules. TAC collaborated with Towards Zero and
conducted lots of surveys where they identified some of the challenges they needed to
address before creating and publicizing any sort of Public Awareness Advertisement.
The major challenges they were facing are:
1. To educate students to practice safe driving.
2. To warn people what damage transport accidents can cause if they don’t abide by the
traffic rules and regulations.
3. To highlight how fragile the human body is to the citizens.
Fig. 2.1: Challenges and Problems faced by TAC.

10. 5
The problems they identified were:
1. Cruising over safe & legal speed.
2. Drink & Drive
3. Usage of Handheld Devices while driving
4. Not using Seatbelts
Existence of these challenges and problems prompted TAC and Towards Zero to take up
pragmatic steps in order to counter these, as the number of incidents and death related to
transport related accident due to negligence were increasing day by day.

11. 6
Chapter 3
Strategies and Solutions
The existence of the challenges and problems prompted TAC and Towards Zero to device the
appropriate strategies to counter them and to come up with valid, realistic and cost effective
solutions to tackle the problems they were facing.
Strategies
Fig. 3.1: Strategies used by TAC.
 Creating an advert and using digital marketing, television advertisement and outdoor
publicity to aware people about the impact of automotive crashes on the human body.
 Launching a website with interactive graphics and 360 degree view of ‘Graham’ for
greater reach and impressions to deliver the message of ‘Road Safety’ not only in
Australia but throughout the world.
 Usage of Intriguing advertisement to spark curiosity within the masses and the
installation of ‘Graham’ at places of interests to draw public participation.

12. 7
Solutions
Fig. 3.2: Solutions found by TAC.
 The ad featured a grotesque depiction of how a human body would need to be formed
in order to best withstand a car accident which prompted the people to compare
themselves to Graham and reminding them at the same time that they are not even
close to Graham.
 People can see the artwork in the flesh at Victoria's State Library and can explore the
grotesque "Graham" in 360 degrees at the campaign website, where they can find out
exactly what kind of injuries a car accident would inflict on a normal body.
 Involvement of students in order to educate them about the effects of accidents and
teaching them the safe driving practices in order to avoid transport accidents by the
help of sculpture and digital aids.

13. 8
Chapter 4
Results
Transport Accident Commission (TAC) of Victoria, Australia collaborated with Towards
Zero organization and started the Project ‘Meet Graham’ to aware people about road safety
by digital marketing and advertisement.
‘Graham’ is a grotesque artistic impression of a human who can survive the transport crashes;
the project got acclaim for the usage of distinctive intriguing advertisement strategy by
various media houses such as: Mashable, The Independent, CNN, BBC etc. It won 2 awards
and was one of three campaigns to pick up the top Cyber Grand Prix at the 2017 Cannes
Lions festival.
The advert features ‘Graham’ as a superhuman capable of withstanding a crash; the ad
focuses on how ‘Graham’ is distinct from the rest of humans and ends with the question:
Are you Graham?
Drive Safe!
Fig. 4.1: Results of Project Meet Graham.

14. 9
The goal to aware people about the impact of automobile crashes was accomplished as ‘Meet
Graham’ campaign met with huge public involvement, the digital marketing, television
advertisement and outdoor publicity additionally brought a lot of revenue to Transport
Accident Commission and importantly the project was also useful in educating children to
practice safe driving. There was significant reduction in the Drink and Drive cases after the
advertisement was live, a testimony of its successful implementation.

15. 10
Chapter 5
Opportunities and Limitations
Current Indian Scenario
 17 deaths every hour
 1 death in every 4 minutes
 137,000 people were killed in 2016
 16 children die on Indian roads daily.
 377 people die every day, equivalent to a jumbo jet crashing every day.
 Drunken driving is one of the leading causes of road fatalities.

16. 11
Opportunities
Indian Government can take up road safety as one of their priorities and can collaborate with
other NGO’s and private agencies to create an advert like ‘Project Graham’ to educate the
masses. This can be taken up under a governmental flagship program with the already
established network of governmental subsidiaries like nationalized banks, post offices etc the
message of road safety can be conveyed to Indians as many Indians die in transport related
accidents every year.
Fig. 5.1: Opportunities in Indian Context.

17. 12
Limitations
The rural parts of India will not be impacted by such as advertisement because of the reason
that most of the population residing in those areas are not literate and will not be able to
understand the complexity of the advert idea; another limitation could be that if the idea is to
be advertised digitally it may not get as much success as it got in case of ‘Project Graham’
due to the weird approach of intriguing advertising which is unprecedented in India; the
acceptability of the idea in terms of the Indian context is highly doubtful.
Fig. 5.2: Limitations in Indian Context.

18. 13
References
http://www.digitaltrainingacademy.com/casestudies/2017/07/car_safety_ad_meet_graham_wi
ns_top_digital_prize_at_cannes.php
http://www.tac.vic.gov.au/about-the-tac/media-room/news-and-events/current-media-
releases/introducing-graham
http://www.meetgraham.com.au/
https://www.towardszero.vic.gov.au/
https://www.boredpanda.com/graham-body-survive-car-crash-road-safety-victorian-
government-patricia-piccinini/
http://www.meetgraham.com.au/view-graham
https://creative.vic.gov.au/showcase/meet-graham