New Road Safety Campaign Warns Of Drink Driving Dangers

Infrastructure Minister John O'Dowd has unveiled a new public information campaign to raise awareness of the risks associated with drink driving, particularly during the upcoming festive season.

The campaign, titled 'RoadWise Up', aims to highlight the severe consequences of driving under the influence of alcohol. The first phase of the campaign, which will be aired on UTV local news on November 11th at 6.15 pm, emphasises the potential for drink driving to result in fatalities or serious injuries.

The second phase, scheduled for December, will focus on debunking common excuses used to justify drink driving. By challenging these excuses, the campaign seeks to encourage responsible behaviour and discourage individuals from making the dangerous decision to drive after consuming alcohol.

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.