The Road Safety Authority (RSA) has unveiled a new campaign aimed at raising awareness of five perilous behaviours on Irish roads: speeding, drink driving, distracted driving, not wearing seatbelts, and drug driving.

The campaign consists of six radio adverts, which will also run on digital audio platforms, including podcasts and other channels, until the end of August. These adverts were developed based on feedback from in-depth research and focus groups conducted earlier this year. While the messages are relevant to all adults, they specifically target younger men who drive on rural roads, a group identified as particularly at risk. The adverts will be broadcast around the clock, with an additional focus during night-time hours (midnight to 6.00 a.m.) due to increased road risks observed during this period over the last 18 months.

Minister of State at the Department of Transport James Lawless said:

“The most dangerous driving behaviours have remained the same over many years: speeding, distraction, intoxication and non-wearing of seatbelts. 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. I am pleased that the drug testing provisions were commenced in time for the June bank holiday and know that work is ongoing to ensure the other important provisions are commenced this year. As Minister with responsibility for road safety, I am committed to supporting actions that will ensure more lives are not lost on our roads.

I noted with interest and concern the comments from the RSA before Oireachtas committee recently to the effect that there has been a deterioration in driver behaviour of late. Unfortunately, this problem is manifesting with less consideration being shown for other drivers and an impatience and attitude which some have attributed to a post-Covid mindset. This is a real worry and something that society must collectively challenge.”

Liz O’Donnell, Chairperson of the RSA, commented:

“It is clear that speeding, intoxicated, distracted and the non-wearing of seatbelts play key roles in the rising number of fatalities and serious injuries on our roads. In terms of speeding, our 2023 Free Speed observational study showed that one in two drivers were exceeding 30, 50 and 60km/h speed limits. We have also found that the acceptability of speeding has been consistently high since 2020 and has yet to return to pre-COVID levels.”

To date, there have been 101 fatalities on Irish roads this year, 14 more than the same period in 2023.

The two drink driving adverts feature an autopsy report concluding that drink driving caused the death – either of the driver or another person, depending on the advert’s version. Two speeding adverts compare speeding to a serial killer and address drivers who speed because they “know the road”. The final new advert encourages passengers to wear seatbelts, using a conversation between a mother and son. Two other radio adverts from late 2023 highlight the effects of drug driving and the dangers of using mobile phones while driving.

Sam Waide, Chief Executive of the RSA, added:

“Regarding drink-driving, one in ten drivers have reported driving after drinking alcohol in 2023. Our surveys have also indicated higher levels of social acceptability of drink-driving in recent years, and that one in four drivers believe it is acceptable to drive short distances after having a drink. In addition, our analysis of coronial data found that 37% of driver fatalities for 2015-2019 with a toxicology result available had a positive toxicology for alcohol.”

Tourism Campaign

The RSA is also running a road safety intervention at Dublin Airport as part of its annual Tourism Campaign. This initiative takes over the SkyBridge in Terminal 1, reminding tourists to drive on the left and to avoid using mobile phones while driving. The campaign includes digital search efforts, partnerships with car rental companies (featuring QR codes for road safety advice in multiple languages), and advertisements on baggage carousels at ports and airports.

The RSA encourages travellers to and from Dublin Airport to take videos of the campaign and share them with friends and family.