GM Subsidary, On-Star Reframes Conversation Around Road Safety in Latest Campaign
OnStar, a subsidiary of General Motors, providing emergency, security, and navigation technology solutions revealed its latest campaign to illustrate the emotions of road accident victims. Showcased at the Infinity des Lumières, the works captivated audiences, through a multi-sensory visceral deep dive into the artist’s exploration of the road safety space.
Six regional artists set out to reframe the conversation around road traffic accidents, by depicting the raw emotions of accident victims in their latest works. Drawing inspiration straight from the source, OnStar, the pioneering in-vehicle safety and security technology from General Motors, offered the talent access to powerful accident visuals and unedited emergency calls, which reflect in the thought-provoking pieces.
The highly individualistic artworks spanning traditional paint, sequential, abstract, and digitally designed styles, transcend the norm in the road safety space, inviting viewers to sit up, take notice and ultimately incite discourse on this important subject. Personality shines through the works, as artists – Hamad Al Humaidhan, Kristel Bechara, Galina Gorlova, Simon Kazanjian, Sumayyah Al Suwaidi, and Asma Al Remeithi - were taken on an emotional journey through audio and visual cues, allowing them to reflect their own responses to the stimulus. From shock and panic to unhindered emotion, the exploration of the subject, saw the artists push past the usual unease around the subject matter, evoking instead understanding and empathy for those affected.
The initiative stems from OnStar’s purpose to support the case of the unplanned, through lifesaving in-vehicle technology that instantly connects drivers to the right people and resources to secure aid. Placing safety at the forefront, the built-in service sought to spark conversation around safety on the road, before incidents take place, calling on viewers to reflect on their road behaviors and experiences. Following the multisensory inspiration, the artists were keen to disrupt the usually subdued context in which accidents are discussed, instead driving awareness towards both the incidents themselves and the immediate aftermath. By tapping into the emotional undercurrent of their subject matter, the works aim to invite viewers to explore a new perspective on the topic. Revealed at Infinity des Lumières, the works captivated audiences, as they delved into the artist’s exploration of the road safety space.
Hamad Al Humaidhan, one of the artists involved shared, “Road safety is a serious topic. I know art is strong and loud, so hopefully a painting of mine can raise awareness and bring to light the consequences of reckless driving”.
Shereen Harris, Head of Marketing & Subscriptions – OnStar Middle East, at General Motors, commented, “An accident isn’t something people relate to unless one has experienced it firsthand, and this is why people tend to shy away from this aspect of road safety. Through our research, we have also found that people avoid discussing negative situations and content, however, this is a conversation we need to be having. We wanted to go a step further and build awareness of the emotional, physical, and psychological outcomes of an accident among those who might have never encountered this. The artists embarked on a transformative experience through firsthand accounts from accident victims via a multisensory lens, and we hope that through these works, the conversation can emerge within a stress-free environment and live on in the minds of our audiences.”
To further carry on the positive momentum of the launch, OnStar has further collaborated with The LightHouse Arabia to offer a tailored program open to accident victims and their loved ones within the community. Spanning bespoke webinars and individual trauma briefings with specialists, the support is available when faced with emotionally overwhelming road experiences. Running from November, the program is open to all to register for the webinars, while one-on-one sessions will be offered on a select basis.
Dr. Saliha Afridi, Managing Director of LightHouse Arabia shared, “We are delighted to be embarking on this partnership with OnStar, given our mutual vision to offer support to those in need and curate mental wellbeing opportunities wherever possible.”
Aisling Prendergast, Trauma Specialist and Project Lead at LightHouse Arabia further commented, “We want to help those who have experienced trauma, understand its long-lasting impact, as well as share techniques on how best to tackle this. Together over the course of the next three months, we look forward to serving the community and making a positive difference in the lives of everyone we work with, be it, accident victims, themselves or their loved ones.”
