The Road Safety Authority (RSA) has launched a new campaign highlighting the dangers of speed and complacency on Ireland’s 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.
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.”
Research conducted on behalf of the RSA by Ipsos B&A has 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.
“Too many lives are lost because drivers become too comfortable on familiar roads, unconsciously creeping up their speed without realising the deadly consequences,” said Sarah O’Connor, Director of Partnerships & External Affairs at the Road Safety Authority.
“This campaign is a wake-up call—because even a small increase in speed can have serious and tragic results.”
