DfI announces return of road safety campaigns

Date published: 1 December 2024

The collaboration launched a new road safety public information campaign highlighting the dangers of careless driving in December last year, followed by the established anti-speeding campaign ‘Classroom’ in January 2024.

Minister for Infrastructure, John O’Dowd, has announced the return of the campaigns this year, through a renewed sponsorship agreement between the Department and the NIRSP.

Careless and Inattentive Driving, which includes ‘inattention or attention diverted’ and ‘driving too close’, is the number one reason for road traffic collisions in Northern Ireland.

In 2023, 576 people were sadly killed or seriously injured as a result of collisions on our roads due to careless driving.

Regrettably, 297 people have been killed or seriously injured on our roads because of speeding in the past five years (2019-2023).

In the past ten years (2014-2023), 4,711 people have been killed or seriously injured as a result of collisions on our roads due to careless driving.

Every 1mph reduction in average speed has a resultant 5% reduction in collisions which could, quite literally, be the difference between life and death.

Minister O’Dowd said:

“Too many people sadly lose their lives or are seriously injured as a result of careless driving and that is a tragedy for their families and friends.

“We all know the dangers of drink/drug driving, excessive speed for the road or conditions and that wearing a seatbelt can save our life if involved in a collision.

“However, perhaps we are not aware of the potential serious consequences of careless or inattentive driving.

“This campaign is an opportunity to raise awareness of the dangers of careless driving so that we all improve our behaviours as road users and save lives.

“I welcome this renewed collaboration between my Department and the Northern Ireland Road Safety Partnership which makes it possible to use a range of media channels to highlight the dangers of careless and inattentive driving.”

Chair of the NIRSP, Chief Superintendent Sam Donaldson, said:

“The Northern Ireland Road Safety Partnership is committed to reducing the number of people killed or seriously injured on our roads and we are delighted to continue working with the Department of Infrastructure.

“Working collaboratively with DFI we will focus on those behaviours that cause the greatest harm, namely the “Fatal Five” of drink driving, speeding, careless driving, not wearing a seat belt and using a mobile phone whilst driving.

“We are happy to support the Department’s information campaign which educates and warns people of the risks, especially around careless driving and speeding.

“This is vital in changing behaviours. Let me take this opportunity to remind people to slow down and not to get careless whilst driving. It may save yours or someone else’s life.”

The careless / inattentive driving campaign will air in December 2024 and February 2025.

The anti-speeding ‘Classroom’ campaign will air in January 2025.