Kimmins launches two new hard hitting road safety campaigns

Date published: 5 March 2026

The hard-hitting campaigns – called ‘Priority List’ and ‘Control or Speed’ – address two of the main causes of deaths and serious injuries on our roads – speeding and, more generally, driver behaviour.  

Launching the campaigns the Minister said: 

“Too many people are dying on our roads, something that has been brought into sharp focus within recent weeks. We are only just into the third month of 2026 and, tragically, 15 people have lost their lives.” 

”We must all do everything we can to ensure no more families are plunged into the unimaginable and life changing grief that road deaths bring to their door. 

“As Minister, I want to do all I can to ensure everyone who uses our roads, does so safely.  To help drive real behavioural change on our roads we need a societal conversation about how we all behave when we are travelling and, today I am launching two new powerful and hard-hitting advertisements to help stimulate that conversation.

“The first campaign, ‘Priority List’ challenges the everyday choices drivers make that lead to collisions - inattention, driving too close, and momentary distractions. These may seem minor in the moment, but they can have devastating, life‑changing consequences. The campaign highlights how a split‑second decision to take a risk can end in tragedy, a scenario many of us will sadly recognise.”

“The second, addresses excessive speed, which remains a major factor in deaths and serious injuries, particularly on rural roads where you are likely to encounter more difficulties. Despite the risks, many drivers believe they are in control when speeding. However, evidence shows that speed reduces reaction time, increases stopping distances, and leads to more severe outcomes. The message of this campaign, entitled ‘Control or Speed’, is simple: you can have control, or you can have speed - but you cannot have both.” 

Minister Kimmins added: 

“The campaigns will run across TV, radio, digital platforms, and outdoor media, with a focus on raising awareness among all drivers with a particular focus on younger drivers. 

“Alongside this work, my Department is reviewing several speed‑related matters, including national speed limits on rural roads and dual carriageways, HGV limits, and the wider use of 20mph zones. A public consultation is now open, and I encourage you to take part and make your views heard.”

These latest road safety campaigns complement recent work undertaken by the Department for Infrastructure to improve road safety behaviour. Current campaigns include safety around school buses for children www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses,  Be Bold. Be Seen https://www.sharetheroadtozero.com/be-bold-be-seen and our most recent TV campaign which highlights the dangers of drug driving https://sharetheroadtozero.com/TVWebPages/never-ever-drive-on-drugs

You can respond to the consultation on the review of speed limits here: https://consultations2.nidirect.gov.uk/dfi-1/speed-limit-review-2026