Infrastructure Minister has launched a new road safety
public information campaign ahead of the festive season.
The new anti-drink drive campaign, part of the ‘RoadWise Up'
franchise, highlights the consequences and danger of mixing
alcohol and driving.
The two-part campaign will be launched on UTV local news on
Monday, 11 November at 6.15 pm.
The first strand of the campaign focuses on the fact that drivers
should not only be afraid of ‘getting caught' drink driving but
also of the fact that they could potentially take a life or cause
serious injury if they drink and drive.
The second strand, which exposes the excuses that often made for
drink driving, will launch in December to coincide with the
festive season and make us think again about having alcohol and
driving.
Minister O'Dowd said:
“As Minister for Infrastructure I am responsible for promoting
and improving road safety, which is a responsibility I take very
seriously.
“Too many people sadly lose their lives or are seriously injured
as a result of drink or drug driving and that is a tragedy for
their families and friends.
“We all know the dangers of drink/drug driving, yet some people
are still prepared to take that risk.
“Influencing the attitudes and behaviours of drivers who are
tempted to mix alcohol and driving is crucial in reducing the
number of people killed and seriously on our roads.”
The Minister added:
“One of the best ways to ensure safety on our roads and fulfil
our long-term goal of eliminating death and serious injury by
2050, is by changing road user behaviour. As road users we all
have a personal responsibility to behave in a way that keeps
ourselves and others safe. The sad reality is that if we do not
change our own attitudes when we are using the roads, our death
toll will continue to increase.”
The multimedia campaign will include digital ‘pause' ads on
on-demand channels including Netflix, ITVX and Channel 4,
allowing the ads to reach new target audiences.
The campaign will also feature on radio, bus rears, outdoor and
on YouTube, Facebook and Snapchat.
Notes to editors:
- You can view the ad on the Share The road to Zero website
at: Share the Road to
Zero(external link opens in a new window / tab)
- The Department for Infrastructure encourages people to make a
pledge to ‘Share the Road to Zero', which is a community
engagement campaign that aims to reduce road deaths by
encouraging us to take more responsibility and care on the roads.
By joining 30,000 others who have made the quick pledge at
www.sharetheroadtozero.com(external
link opens in a new window / tab) you will receive
regular advice on how to stay safe as you use the road.
- The Highway Code is available to download
at: https://www.nidirect.gov.uk/publications/highway-code-downloadable-version(external
link opens in a new window / tab)
