RSA increases advertising and education awareness to help reduce road deaths and serious injuries
As Ireland grapples with a surge in road fatalities, the Road Safety Authority (RSA) has intensified its efforts to curb dangerous driving behaviours and promote road safety through a series of targeted campaigns and collaborations.
By 29 May 2024, 79 lives have been tragically lost on Irish roads, an increase of 8 lives lost compared to the same period last year. In response to this, and with additional funding, the RSA has increased its advertising and education awareness initiatives over the last six months to help reverse this alarming trend.
In recent years, the RSA has evolved its advertising strategy to be more targeted, more focused, serving the right message to the right audience at the right time. This means that there is less wastage and not everyone will see all the messages all the time.
Already this year, the RSA ran a number of awareness campaigns that targeted the young male cohort. These include a late-night audio campaign delivering messaging on speeding, phones and driving, seatbelt wearing, driving under the influence of drink and drugs, at a time when road fatalities had increased. The activity ran in conjunction with a social media campaign with the same messages and allowed for upweighting in counties that has seen an increased in road fatalities. A campaign that provided weekly/monthly road safety figures also aired across national radio in a bid to remind road users of the increase in fatalities and serious injuries.
The third phase of its Vision Zero campaign aired earlier this year, urging all road users to adopt safer practices to protect themselves and others. It emphasised the need to work together and also the changes each road user can make to help Ireland achieve Vision Zero.
A new campaign advocating for a 30km/h speed limit in urban areas also aired this year. The campaign was a strategic measure backed by substantial evidence showing its effectiveness in reducing traffic fatalities. Lower speed limits make streets safer and more pleasant for children and adults alike, encouraging more active travel such as walking and cycling. The RSA also collaborated with Joe.ie featuring vox pops at Technological University Dublin and interactive activities like trying on beer goggles to simulate the effects of alcohol on driving. The RSA’s Driver Attitudes and Behaviour Survey 2023 highlighted a troubling trend: one in four motorists think it is acceptable to drive short distances after drinking.
A new SAY IT campaign was developed with Urban Media, which ran across radio, print and social media encouraging the public to Don’t Just Think It Say It, if you are concerned about a loved one’s driving behaviour.
Professional cyclist, Imogen Cotter, allowed her experience to be the focus of a safe cycling campaign, which reminded drivers of the safe passing distance when over taking cyclists. This initiative was driven by alarming statistics from the RSA’s report on cyclist fatalities and injuries, revealing that the majority of serious injuries occur in collisions with cars or light goods vehicles. Imogen Cotter, who survived a severe cycling collision in 2022, has been a poignant advocate for this cause. Her campaign, which aired on TV and digital platforms, reminded motorists to share the roads responsibly. This campaign will appear in sporting finals throughout the summer months as part of a significant upweight of road safety advertising awareness initiatives.
Last month the RSA launched a high-profile campaign to educate the public about new regulations for e-scooters. This multi-channel campaign, which included TV, radio, social media, and out-of-home advertising, aimed to integrate e-scooter safety into the broader road safety narrative. The campaign’s creative approach, set in an office environment with characters representing different vehicles, highlighted the main rules for e-scooter use. By familiarising the public with these regulations, the RSA aims to ensure the safe coexistence of e-scooters with other road users.
In April 2024, the RSA held its inaugural Youth Forum which consists of 20 young people between the ages of 12 and 25. It aims to start a conversation and provide a safe space for young people to discuss their common road safety concerns and influence decision making.
Coinciding with the subsequent May Bank Holiday, the RSA introduced the Time to Talk campaign, a poignant initiative urging individuals to discuss safe driving practices with their loved ones. Featuring stark imagery of a hearse and funeral notices, the campaign aimed to evoke the emotional weight of losing someone to road trauma. This campaign highlighted the devastating impact of dangerous driving habits and encouraged families to engage in honest conversations about road safety with their loved ones.
With the support of additional funding, there are a number of new mass media campaigns, focusing on dangerous driver behaviours that are in the pipeline at the moment and will air later this year. These include new mass media campaigns focusing on disqualified driving, drink and drug driving and a speed. A significant upweight of advertising around sporting activities will be evident throughout the summer months. An increased RSA presence at festivals and local events can also be expected in the coming months. This additional support also allows for a refresh of some of the RSA education resources in time for the new school term.
The RSA’s comprehensive road safety activity in 2024 reflect a determined effort to address the rising fatalities on Irish roads. By promoting safer driving behaviours, advocating for lower speed limits, and raising awareness about the importance of vulnerable road user safety, being present on the ground at community events, the RSA is working tirelessly to make Ireland’s roads safer for everyone. These initiatives, supported by strong collaborations with partner organisations and informed by recent research, are crucial steps in reversing the troubling trend of road deaths and serious injuries. The RSA remains committed to its vision of zero fatalities on Irish roads, but it cannot be achieved alone, road safety is a collective responsibility and we all must play our part in creating safer roads.
W: www.rsa.ie
