RSA Launches New Campaign

The Road Safety Authority (RSA) has launched a new campaign aimed at raising awareness of dangerous behaviours on Irish roads.

The audio campaign tackles five dangerous behaviours – speeding, drink driving, distracted driving, not wearing seatbelts and drug driving.

It comprises six separate radio adverts (which also run on digital audio, including podcasts and other digital channels), running until the end of August. The adverts have been developed using feedback from in-depth research and focus groups which took place earlier this year.
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While they are relevant to all adults, they are specifically designed around insights from younger men who drive on rural roads to ensure that they are relevant to that sub-audience. The adverts will run around the clock with a specific additional media buying approach by night-time (12 midnight to 6.00 a.m.) built into the plan, as this has been a period of increased risk on our roads over the last 18 months.

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