Current Campaign

This is the ninth road safety campaign jointly commissioned by the Department of the Environment (DOE) and the National Safety Council (NSC) in Dublin. The cost of producing the advertisement was approximately £420,000 and these costs were split three ways between the Department, NSC and the campaign sponsor, AXA Insurance.

This advertisement takes the viewer behind the statistic and beyond the crash scene as it allows all of us to see the decisions we could be forcing on others as a result of our choice to drink and drive. This is shown by graphically portraying the tragic consequences of drinking and driving – across all ages within society.

The advertisement is talking primarily to young male drivers plus a surrounding group of unintentional drink drivers who don’t plan to drink and drive but succumb to the ‘craic’ and then feel the urge to use their cars to drive home.

The key message is that even small amounts of alcohol impair driving so thinking that you can have one drink isn’t realistic – you simply cannot drink and drive.