Road Safety

The Road Safety Authority (RSA) Interactive Road Safety Shuttle visited Waterford this week, where students from secondary schools had the opportunity to experience immersive VR technology which highlighted critical road safety issues.

Supported by Waterford City and County Council, the RSA Interactive Road Shuttle’s visit to Waterford gave students the opportunity to take part in an immersive experience focusing on addressing killer behaviours on our roads such as speeding, driver distraction, fatigue and driving under the influence of alcohol and drugs.

Students from Waterpark College, Newtown Secondary School and Wexford & Waterford Education and Training Board (WWETB) tried out some of the latest simulations to raise awareness about road safety. Throughout the day, students were able to experience a VR film Distractions, which gives users the experience of a crash and the devastation caused by looking at a phone-screen when driving, test their brake reaction time and practice driving and hazard perception.

They also had the opportunity to test the Roll Over simulator, a car-unit that simulates a 90-degree and 180-degree roll-over, highlighting the importance of wearing a seatbelt correctly.

Gabriel Hynes, Acting Director of Services, Waterford City and County Council said, “During Irish Road Safety Week, Waterford City and County Council drivers undertook the same safety awareness training, and to say it was hard-hitting would be an understatement.  The VR simulation of the consequences of distracted driving really left an impression.

“In continuing our support of Irish Road Safety Week, we were glad to be able to provide this impactful and insightful experience about road safety to students. If, through this initiative, there is one less fatality on our roads, then it will have been a very worthwhile exercise.”

Jemma Jacob, Road Safety Officer with Waterford City and County Council added, “In May this year, Waterford City and County Council, in conjunction with the Waterford Road Safety Working Together Group (WRSWTG) launched the Waterford Road Safety Action Plan 2024-2030.  The plan is aligned to the 2020 Programme for government commitment to achieve ‘Vision Zero’ – no fatalities or serious injuries on our roads by 2050.

“If, through initiatives such as the RSA Road Shuttle, we can make road users, particularly younger users more aware of critical road safety issues, we can and will make our roads safer for everyone.”

• Inadequate observation on moving off, at junctions, roundabouts, changing lanes
• Failure to anticipate the actions of other drivers
• Incorrect road position
• Inadequate progress at junctions, roundabouts, on straight, overtaking.
• Incorrect use of mirrors and signals

The Road Safety Authority (RSA) has launched a powerful new advertising campaign highlighting the dangers of speed and complacency on rural roads.

The campaign, supported by bereaved families, depicts how small increases in speed, often unnoticed by drivers familiar with a route, can have devastating consequences, particularly on rural roads where almost three in four road deaths (73%) and nearly half (47%) of all serious injuries occurred between 2020-2024*.

The advert follows a commuter’s daily drive to work in a Groundhog Day-style. RSA research has highlighted the issue of unintentional speeding, where drivers can exceed limits simply because they are on ‘autopilot’ or unaware of a speed limit change. Many drivers also believe they are skilled enough to drive at higher speeds, particularly on roads that are familiar to them.

This is exactly what happens in the advert—the driver becomes increasingly comfortable and complacent driving with excessive speed on the same route, believing he has full control. On the final day, this leads him to take a bend at a higher speed, causing him to cross the white line into the path of an oncoming car—his evasive manoeuvre to avoid collision with the other car results in a single vehicle collision. The advert’s final message delivers a stark warning: “You never know what’s coming. Slow down on rural roads.”

The rationale for the campaign’s focus on worrying acceptance of speed is supported by research conducted on behalf of the RSA by Ipsos B&A which revealed that over 50% of drivers believe it is acceptable to exceed an 80km/h speed limit by up to 10km/h, with almost 30% considering it acceptable to exceed the limit by even more.

This campaign also aligns with the recent reduction in speed limits for rural local roads from 80km/h to 60km/h, reinforcing the importance of slowing down.

Commenting on the campaign, Minister for Transport, Darragh O’Brien said:

“Our priority is to protect all road users and make Ireland’s road network safer. A speed limit is not a target to be reached or exceeded—it’s there to save lives. The RSA’s advertising campaign shows us the impact speed can have and why it’s vital to watch your speed every time you take to the road. I would also encourage people to speak to their family about their driving habits – remind them that slowing down saves lives and helps keep everyone on the road safe.”

Sharon Cleary’s son, Adam Case, was a back-seat passenger when the driver of the car he was traveling in lost control and struck a tree on a narrow rural road, just three miles from his home in Co. Tipperary in 2017.

“Adam was a kind, fun-loving teenager who had his whole life ahead of him,” Sharon Cleary said. “He had no chance of survival when the driver lost control of the car. No family should have to endure this heartbreak. This powerful campaign is so important—anything that helps prevent another tragedy like this is absolutely necessary.”

Motorcyclist Christopher Fitzgerald was killed on a rural local road in 2018 when he was hit head-on by a car that had drifted onto the other side of the road. His heartbroken daughter June McArdle supports any campaign to raise awareness of road safety on rural roads.

“The tragic irony is that my dad was an incredibly careful and responsible driver—he always said his own driving wouldn’t kill him, but someone else’s could,” said June McArdle.

“He was hit head-on by a car that drifted into his path and, in an instant, he was gone. It was just 11 weeks before my wedding, and he had been on his way home after dropping off my wedding invitations. This campaign is so important because no family should have to endure this kind of heartbreak. We all have a responsibility to drive safely—not just for ourselves, but for everyone on the road.”

Sarah O’Connor, Director of Partnerships & External Affairs at the Road Safety Authority, added:

“Too many lives are lost because drivers become too comfortable on familiar roads, unconsciously creeping up their speed without realising the deadly consequences. This campaign is a wake-up call—because even a small increase in speed can have the serious and tragic results.”

So far this year, 29 people have lost their lives on Irish roads—a stark reminder of the ongoing dangers*.

The campaign will launch across multiple platforms to maximise reach and impact. A high-profile TV campaign will feature a mix of 60” and 30” ads, supported by extensive digital activity, video-on-demand, and social media advertising across platforms like Meta, X, Snapchat and TikTok.

Radio will play a crucial role, with targeted regional coverage—upweighted in Dublin, Mayo, and Cork—counties which saw the highest numbers of fatalities in 2024.

The campaign will also air during key sporting events, including the Cheltenham Festival and Ireland’s Six Nations clash against Italy, ensuring high visibility. Further reach will be achieved through cinema advertising, out-of-home (OOH) placements (advertising in public places e.g. bus shelters, etc.), and digital audio adverts.

The RSA advert can be viewed here.

ENDS

The Road Safety Authority (RSA), the County and City Management Association (CCMA) and the Irish Road Haulage Association (IRHA) have come together to call on landowners to cut their hedgerows to ensure they are not causing a road safety hazard.  

Hedges can be cut between 1 September and the end of February. Under the Wildlife Act 1976, hedge-cutting is prohibited from 1 March to 31 August , except in cases where overgrowth poses a road safety hazard.

Properly maintained hedges ensure vulnerable road users are not forced onto the road by overgrown hedges. It additionally affords motorists a clear view of what is in front of them or around a bend, especially on rural roads in the case of sightlines at junctions or obstructions to road signs.

Sarah O’Connor, Director of Partnerships and External Affairs with the RSA said: “Overgrown hedgerows can pose a road safety hazard. We all have a role to play in making roads safer, and landowners must take responsibility. Inaction could endanger lives.”

Landowners should act now to ensure compliance and prevent potential enforcement actions by local authorities.

Barry Kehoe is Chair of the County and City Management Association (CCMA) Transport, Infrastructure and Networks Committee and is Chief Executive of Westmeath County Council. He said: “Local authorities have an important role to ensure that roadside verges are maintained and that local road safety issues are dealt with, whilst also recognising the importance of hedgerows and biodiversity. Landowners and anyone living along the roadside have a responsibility to check that hedges and trees on their property are not causing a road safety hazard. If they are, the landowners should take the necessary steps needed to ensure road safety. We are also calling on members of the public to report road safety issues caused by overgrowth to their local authority, which can then contact the landowner.” 

Results from a 2024 Ipsos B&A survey of professional drivers, commissioned by the RSA, found that 75% of 620 HGV drivers surveyed reported overgrown roadside hedgerows to be challenging while driving. 

The Irish Road Haulage Association (IRHA) also urged landowners to consider both truck and trailer height when cutting back hedgerows. “Overgrown hedgerows pose a serious hazard to all road users, particularly for high-sided vehicles such as trucks,” said Ger Hyland, President of the IRHA. “When hedges encroach onto the road, truck drivers are often forced to veer across the white line in order to avoid damage to their vehicles and wing mirrors, creating a dangerous situation for all road users. 

We urge landowners to take action and ensure hedgerows are trimmed back, not just at the roadside, but also at the necessary height – over 4 metres to accommodate our larger vehicles.” 

ENDS 

• World Day of Remembrance for Road Traffic Victims takes place on Sunday 17 November
• Tragically, 149 people have lost their lives on Irish roads so far this year, though this is 16 fewer road deaths by the same date in 2023.
• RSA asks all road users to use the day to acknowledge those who have lost their lives and reflect on their road behaviours.

 The Road Safety Authority (RSA) has launched the 2024 World Day of Remembrance for Road Traffic Victims with a special reception at Smock Alley Theatre in Dublin today. This event brings together families and individuals who have lost loved ones or suffered serious injuries in road traffic collisions. Key speakers include presenter and author Meghann Scully, who tragically lost her brother in a collision almost 20 years ago, and Laura Rice, whose father Alan was killed in a collision three years ago.

The service was recorded and will be broadcast on RSA’s social channels on Sunday 17 November.

Since its inception in 1993, World Day of Remembrance for Road Traffic Victims has been observed globally, playing a crucial role in honouring the millions who have been killed or seriously injured on the roads. In Ireland, this day serves as a poignant reminder to improve road safety behaviours, acknowledges the critical contributions of emergency services, medical professionals, and An Garda Síochána, and provides a platform for people to share their stories and preserve the memory of their loved ones.

Tragically, 149 people have lost their lives on Irish roads so far this year, though this is 16 fewer road deaths by the same date in 2023.

Attendees at the event are invited to remember those who have been injured or killed in a road traffic collision by adding a card to a tree of memory at the venue. The event also featured a special performance by Dublin Gospel Choir.

Meghann Scully, journalist, presenter and author said: “This is an opportunity for me to share my brother’s story and that of my family’s experience of loss and grief. We miss him dearly. No matter how dark the days are, and how lonely grieving can feel, know that there is always someone there to support you. Today is an opportunity to have that support and celebrate the life of a loved one lost and for those with serious injuries to know that there is support out there, you are not alone.”

Laura Rice spoke of her beloved father Alan who was killed in a collision with a car that driving on the wrong side of the road in South Dublin in April 2021. ”Grief is a lonely journey, as unique and personal as a fingerprint. It sits within you, a constant companion, left in the place of losing someone you love in such a shocking way. My Dad, Alan Rice, was riding his motorcycle home when he was in a collision with a man carelessly driving. Each day I am reminded of his absence, shock protects you for only so long, and grief forms this new version of yourself that only those who have experienced such a loss can truly understand. This event is a chance to remember and honour those we loved and miss dearly; our loved ones are the people behind the growing statistics.”

Sam Waide, Chief Executive of the Road Safety Authority said: “Today we pay respect to those who have been tragically injured or taken from families as a result of a road collision. Every story of loss is individual, and the journey of grief is very personal to each family. I particularly acknowledge the courage of those family members speaking today, and sharing their stories of loss or life changing, serious injuries. Coming together is important and today is an opportunity to unite in support of others. RSA are wholly committed to making our roads safer and I ask all road users to use the day to reflect on their road behaviours.”