DOE Launches Seatbelt TV Campaign

A new DOE road safety advert to encourage more seatbelt wearing is to air tomorrow night on UTV.

The move follows news that seven people were killed and thirty six were seriously injured last year as a result of not wearing a seatbelt.

Announcing the new advertising campaign, Environment Minister Mark H Durkan said: "We in Northern Ireland are doing the right thing – we are setting the standard also when it comes to rear seatbelt wearing. We are second not only in Europe, but in the world, at 95%, just behind Germany’s rear seatbelt wearing rates at 97%. And many people are alive today because of this simple action, which has practically become second nature to us.

"There is a but though. Inevitably, there are lapses, particularly among young people, with all too often, passengers 'forgetting' to put their belt on, or removing it briefly to stay involved in the conversation or activity going on in the car. These lapses tend to occur when travelling socially with family or friends, on short journeys, and many at night."

A study has shown that in 2013, 4% of children aged 10-13, 5% of those aged 5-9, 3% of those aged 1-4 and 1% of those under one year were unrestrained when travelling in the back of a car.

Restraint wearing rates of adult back seat passengers (14-29) are 93%.

So far this year, 40 people have been killed on our roads. This compares to 32 for the same period last year and 44 for 2011.

Currently it is estimated that each death on the roads costs £1.67m, each serious injury £187,000 and each slight injury over £14,000.

The new seatbelt campaign will first air on UTV at 21:10 on 10 October during 'Breathless'.

It will be supported by radio, online and cinema activity over the coming weeks.

Mr Durkan continued: "When you think of the thousands of journeys made every day, this small percentage could be very significant. My Department estimates that overall two lives, 22 serious injuries and 120 slight injuries could be saved each year were a 100% wearing rate observed.

"So I very much encourage people to buckle up. I encourage drivers to ensure that children are properly strapped in. For a child aged between one and seven years old, using the correct child restraint reduces the risk of injury by a further 70% than by seatbelt alone."

Chief Superintendent Peter Farrar said: "This latest advertisement shows just how quickly the lives of so many people can change, because of one moment of inattention, one momentary lapse of judgment.

"All deaths on our roads are unacceptable and most are avoidable. That is why Police will continue to target the main causes of road traffic collisions which too often end in injury and death.

"If everyone slowed down, did not drive after taking drink or drugs, drove with more care and attention and wore a seatbelt, then the number of deaths and injuries will reduce."

(IT/CD)