The Department for Infrastructure has announced two road safety campaigns in collaboration with the Northern Ireland Road Safety Partnership (NIRSP).
A new road safety public information campaign highlighting the dangers of careless driving will be launched on 1 December 2023, while the established anti-speeding campaign ‘Classroom’ will air in January 2024.
The Permanent Secretary from the Department for Infrastructure, Denis McMahon, announced the airing of the campaigns, which have been made possible through a sponsorship agreement between the Department and the NIRSP, given the budget constraints within the Department.
Careless and Inattentive Driving, which includes a number of poor road user behaviours such as ‘inattention or attention diverted’ and ‘driving too close’, is the number one reason for road traffic collisions in Northern Ireland.
In 2022, 604 people were sadly killed or seriously injured as a result of collisions on our roads where the cause has been attributed to a careless driving causation factor.
Dr McMahon welcomed the sponsorship agreement with the NIRSP.
“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.
“The reality is that careless driving is the main causation factor which is responsible for the majority of those people killed or seriously injured, accounting for 55% over the last 10 years.
“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 collaboration between the 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, Ch Supt Sam Donaldson, said:
“The Northern Ireland Road Safety Partnership is committed to reducing the number of people killed or seriously injured on our roads.
“Working collaboratively with the Department for Infrastructure 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.”
Regrettably, 310 people have been killed or seriously injured on our roads because of speeding in the past five years (2018-2022).
Every 1mph reduction in average speed has a resultant 5% reduction in collisions which could, quite literally, be the difference between life and death.
The anti-speeding ‘Classroom’ campaign will launch in the New Year.
Notes to editors:
- See the latest statistics road traffic collision statistics here: Road Traffic Collision Statistics | PSNI
- Share The Road to Zero is a road safety community programme with one aim – zero road deaths on our roads. More than 25,000 people have pledged to Share the Road to Zero. Pledge here: www.sharetheroadtozero.com
- The Highway Code is available to download at: Nidirect - The Highway Code - downloadable version
- All media queries should be directed to the Department for Infrastructure Press Office at: email@example.com
- The Executive Information Service operates an out of hours service for media enquires between 1800 hrs and 0800 hrs Monday to Friday and at weekends and public holidays. The duty press officer can be contacted on 028 9037 8110.
- Follow the Department on Twitter @deptinfra and on Facebook @DepartmentforInfrastructure
- Follow the Department’s Road Safety channels on @ShareTheRoadToZero on Facebook and @roadtozero for X.