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16/06/2014
New Road Safety Ad To Launch
A new road safety advert that the Department of the Environment (DOE) is calling its "most sensitive and powerful road safety campaign yet" is to air on television tonight for the first time.
The campaign focuses on a statistic that says the equivalent of a classroom of children (28) have lost their lives as a result of speeding since 2000.
Road Safety Minister Mark H Durkan said: "Already this year 31 people have died on our roads. The fact is, excessive speed remains the single biggest principal factor behind road deaths in Northern Ireland, and is responsible for a quarter of fatalities.
"Therefore, the aim of this campaign is to challenge and dispel, once and for all, through this emotional and uncomfortable message, the false perceptions that many road users have as to the truly horrifying consequences of speeding. My heartfelt condolences go to each and every family. Every road death is one too many."
The DOE has cited research it says shows that drivers who speed think they are in control, but that evidence proves speeding leads to uncontrollable consequences.
Those most at risk of causing speed-related deaths and serious injuries are 17-24 year old males, followed by males 25-34 years old.
The anti speeding television campaign will first air tonight, 16 June on UTV during 'Dentists', at approximately 21:10.
(IT)
The campaign focuses on a statistic that says the equivalent of a classroom of children (28) have lost their lives as a result of speeding since 2000.
Road Safety Minister Mark H Durkan said: "Already this year 31 people have died on our roads. The fact is, excessive speed remains the single biggest principal factor behind road deaths in Northern Ireland, and is responsible for a quarter of fatalities.
"Therefore, the aim of this campaign is to challenge and dispel, once and for all, through this emotional and uncomfortable message, the false perceptions that many road users have as to the truly horrifying consequences of speeding. My heartfelt condolences go to each and every family. Every road death is one too many."
The DOE has cited research it says shows that drivers who speed think they are in control, but that evidence proves speeding leads to uncontrollable consequences.
Those most at risk of causing speed-related deaths and serious injuries are 17-24 year old males, followed by males 25-34 years old.
The anti speeding television campaign will first air tonight, 16 June on UTV during 'Dentists', at approximately 21:10.
(IT)
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Northern Ireland WeatherThis Evening and Tonight:A dry night, save for a few light showers around the coasts, with prolonged clear spells and light winds bringing a frosty dawn for many in central and southern parts. Minimum temperature -3 °C.
