Road Safety Campaigns

• Road Safety | nidirect

All DfI campaigns are based on detailed research and are designed to target those road users most at risk of being involved in a road collision. Research shows the main causes of death and serious injury on Northern Ireland's roads to be:

• speeding
• drink driving
• carelessness/inattention
• failure to wear a seatbelt

Only a very small percentage of road collisions can be attributed to reasons other than attitude and behaviour. It is for this reason the road safety campaigns concentrate on changing these behaviours.

Research has consistently demonstrated that the vast majority of people believe that the ‘tell it as it is’ nature of DfI’s campaigns is essential to combating the carnage on Northern Ireland's roads. The Department recognises the continuing challenges of reducing casualties on the roads.

DfI believes that reducing further all deaths and serious injuries, with the ultimate ambition of 'Vision Zero’, where any death is unacceptable, is an important and achievable objective. As road users, we all share the road, so we should all share the responsibility, as emphasised in DfI’s overarching campaign 'Share the Road to Zero'.

• Share the Road to Zero campaign

If you would like a copy of more detailed research please contact:

• Safe and Sustainable Travel Division.