Road safety campaign changes focus with eyewitness account

A new road safety campaign focusing on the real human cost of crashes was launched today by Environment Minister, Sammy Wilson.

The Minister launched two adverts based on the experiences of emergency medicine consultant Dr Gerry Lane, who has for 16 years, dealt with the consequences of road collisions.

Dr Lane, a consultant at Letterkenny General Hospital in Co Donegal, provides the perspective of someone who has worked on the front line in trying to save the lives of those injured in crashes, describing the pain and suffering witnessed by him during the course of his work.

Mr Wilson told the launch of the advertising campaign at Stormont: “These adverts describe the real-life tragedy caused by collisions.

“Families cling to the hope that medical staff will be able to fix their loved ones, but sadly this is not possible in many cases.

“Most of these collisions are avoidable. Almost all our road safety problems can be summed up as bad driving behaviour, and as responsible citizens we must all think about what can be done to improve attitudes and driving standards.”

In one of the ads Dr Lane talks about the injuries people receive in collisions and the difficulty of having to break shocking news to road victims’ parents and loved ones.

The key message is that it is not just the lives of those involved in collisions that crash - the devastating consequences have far-reaching effects on family, relatives, friends and work colleagues.

The message is particularly aimed at young men who enjoy the freedom and thrill of driving with their friends. In a direct appeal to that group, Dr Lane said: “You do not ever want your mum to meet me doing my job, do you?”

In the second advert the doctor tells of the consequences of not wearing a seatbelt and describes the horror of what can happen when a seatbelt is worn incorrectly.

He also highlights the danger to children if they are not wearing correct child restraints.

The Minister said: “A great deal of progress has already been made on seatbelt wearing in Northern Ireland, and in fact our overall seatbelt wearing rates of 95%, now exceed those in Great Britain.

“However, this advert shows that we cannot be complacent. Some passengers still choose not to wear seatbelts and are killed or seriously injured because of it.

“Wearing your seatbelt under your arm instead of over your shoulder is also highly dangerous if you are involved in a collision.”

It is estimated that approximately 10 lives would be saved each year and 90 serious injuries prevented if a 100% wearing rate was achieved.

Mr Wilson added: “As road users and car drivers we all make choices and we all have influence. Each and every one of us has a role to play in preventing deaths and injuries on our roads.

“Please do not end up meeting someone like Dr Lane in the hope that medical staff will pick up the pieces.

“If you speed, if you take drink or drugs and drive, if you fail to wear your seatbelt, if you drive carelessly or dangerously, you run the very real risk of killing or seriously injuring yourself, your passengers or some other innocent road user.”

The new television adverts will run from 5 May to mid June 2009.

Notes to Editors:

1. The new DOE Road Safety adverts were launched by Minister Sammy Wilson on 5 May 2009 at 10.30 am at Parliament Buildings, Stormont.
2. Dr Gerard (Gerry) Lane is currently a Consultant in Emergency Medicine at Letterkenny General Hospital. He is a Fellow of the College of Emergency Medicine and the Royal College of Surgeons and is a member of the American College of Emergency Physicians
3. The Department of Environment (DOE) and the Road Safety Authority (RSA) in the Republic of Ireland have shared the production costs of these real life adverts. The cost to the Department was £42,700.
4. RSA have produced a second series of “Crashed Lives” adverts featuring real-life accounts from bereaved relatives and from Dr Lane. These “Consultant” adverts are two of the suite of five.
5. The latest seatbelt survey undertaken by Northern Ireland Statistics and Research Agency (NISRA) published in April 2008 shows that Northern Ireland’s overall seatbelt wearing rate (95%) now exceeds the level achieved in Great Britain.
6. It is estimated that approximately 10 lives and 90 serious injuries would be saved each year (based on 2005-2007 figures) if a 100% wearing rate was achieved. (Source NISRA)
7. The main causes of road deaths and serious injuries continue to be speeding, drink/drug driving and driver inattention. The reluctance of some people to wear seatbelts or to insist that those for whom they are responsible wear seatbelts contributes to the severity of casualties in these circumstances.
8. For media enquiries please contact DOE Press Office 028 9054 0014 or out of office hours, contact the EIS Duty Press Officer on pager 07699 715 440 and your call will be returned.