The Road Safety Authority (RSA) has initiated a new campaign to address dangerous driving behaviors on Irish roads, aiming to curb the rising number of road fatalities and serious injuries. The campaign focuses on five critical areas: speeding, drink driving, distracted driving, not wearing seatbelts, and drug driving.
New RSA Campaign Targets Dangerous Driving Behaviors
The RSA’s campaign, which includes six radio adverts running on digital audio platforms, will continue until the end of August. These adverts were developed using feedback from in-depth research and focus groups, particularly targeting younger male drivers on rural roads. Minister of State at the Department of Transport, James Lawless, emphasized the campaign’s importance, highlighting new measures introduced in the Road Traffic Act 2024. These measures include harsher penalties, safer speed limits, and mandatory roadside drug testing for drivers involved in serious collisions.
RSA Chairperson Liz O’Donnell stressed that dangerous driving behaviors, such as speeding, intoxication, and non-wearing of seatbelts, are significant contributors to road fatalities. She cited the 2023 Free Speed observational study, which revealed that half of the drivers exceeded speed limits of 30km, 50km, and 60km/h. The acceptability of speeding has remained high since 2020, contributing to the problem.
To date, there have been 101 road fatalities in Ireland this year, 14 more than the same period last year. The RSA’s drink driving adverts feature autopsy reports attributing deaths to drink driving, while speeding adverts liken speeding to a serial killer and challenge the mindset of those who speed because they “know the road.” The campaign also includes adverts from 2023 addressing the effects of drugs on drivers and the dangers of using mobile phones while driving.
Chief Executive of the RSA, Sam Waide, pointed out that one in ten drivers admitted to drink driving in 2023, with surveys indicating a higher social acceptability of drink driving in recent years. Moreover, coronial data from 2015-2019 showed that 37% of driver fatalities had a positive toxicology for alcohol.
The RSA’s campaign is a crucial step in raising awareness and tackling dangerous driving behaviours, aiming to make Irish roads safer for all.
