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24/04/2013
New Campaign Launches To Reduce The Number Of Road Deaths
The Environment Minister has launched a new and challenging DOE road safety advertising campaign.
Encouraging road users to 'Share the Road to Zero', it signals Minister Alex Attwood's aspiration for everyone to join up on a journey towards zero road deaths in Northern Ireland.
The role of the new campaign is to convey the human sorrow behind every road death statistic so that people feel personally challenged, yet motivated, to become part of DOE's 'Vision Zero' campaign.
Mr Attwood said: "The number of road deaths in the year to date is 17 - twice the number of last year. This tells me that we should all sit up and warn ourselves of the risks on the road. The latest campaign advertisement is to make us sit up, be safe and to work to reduce road deaths, indeed to have a zero road death ambition.
"2012 put down a major marker for road safety in NI, with the lowest road deaths on record. But 48 families lost a family member last year and already another 17 families this year so far. This is always too many. So let's renew the work to save lives with the ambition of 'Vision Zero', where one death is unacceptable. This is what the campaign is about."
(CD/H)
Encouraging road users to 'Share the Road to Zero', it signals Minister Alex Attwood's aspiration for everyone to join up on a journey towards zero road deaths in Northern Ireland.
The role of the new campaign is to convey the human sorrow behind every road death statistic so that people feel personally challenged, yet motivated, to become part of DOE's 'Vision Zero' campaign.
Mr Attwood said: "The number of road deaths in the year to date is 17 - twice the number of last year. This tells me that we should all sit up and warn ourselves of the risks on the road. The latest campaign advertisement is to make us sit up, be safe and to work to reduce road deaths, indeed to have a zero road death ambition.
"2012 put down a major marker for road safety in NI, with the lowest road deaths on record. But 48 families lost a family member last year and already another 17 families this year so far. This is always too many. So let's renew the work to save lives with the ambition of 'Vision Zero', where one death is unacceptable. This is what the campaign is about."
(CD/H)
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