Speeding, drink driving, distracted driving, not wearing seatbelts and drug driving are five dangerous behaviors being targeted by the Road Safety Authority (RSA) in Ireland in a new campaign.
Radio adverts, which will run until the end of August, have been developed using feedback from in-depth research and focus groups and while relevant to all adults, are specifically designed around insights from younger men who drive on rural roads.
One advert features an autopsy report which concludes that the cause of death was drink driving, while an anti-speeding advert compares speeding with a serial killer.
“The most dangerous driving behaviours have remained the same over many years: speeding, distraction, intoxication and non-wearing of seatbelts,” said Minister of State at the Department of Transport, James Lawless.
“I welcome this really important campaign by the RSA, which complements the important measures introduced earlier this year by the Road Traffic Act 2024. The Act seeks to systemically target the most dangerous driving behaviours through harsher penalties, safer speed limits and mandatory roadside drug testing for drivers involved in serious collisions.”
To date, there have been 101 fatalities on Irish roads, 14 more than the equivalent period in 2023.
