Meet Graham

Background

TAC, the government-owned road safety authority for the state of Victoria, launched a new 'Safe System' strategy. It was a departure from 'crash, cry, die' and the beginning of new attempts to change behaviours. What TAC wanted to do was start a conversation about how vulnerable the human body is to impacts and how it needs to be protected by safe speeds, safe vehicles, safe roads and safe behavior. The challenge was to get through to an audience that was largely apathetic about road safety despite the rising death toll.