Of the 867 collisions analysed, 274 (32%) were cited as having excessive speed for the road and conditions as a contributory factor to the collision. This may not have been the sole cause of the collision but contributed in either full or part to the final outcome.
Of this number 19% cited excessive speed as the sole contributory factor. Therefore, for the purpose of gaining a better insight into the use of excessive speed on our roads, 274 collisions were analysed where there was clear identification of excessive speed on its own or in combination with other poor road use behaviours.
Following this report the RSA has produced a new Speeding campaign focusing on the consequences of breaking the speed limit by lower amounts
Speed. It’s the biggest contributing factor to road deaths in Ireland.
And its difference is felt acutely at low levels. Or in urban areas. When you hit someone at 50kmph, they have a 50% of living. But hit them at 60kmph, and that chance drops to just 10%.
Our latest campaign shows the danger of just this kind of speeding by low increments. The kind of speeding some drivers do without even realising. The 5kmph you go over in a daze that doubles your chance of being involved in a casualty collision.
For the new campaign, we commissioned an original song by Irish recording artist Cathy Davey. It’s a beautiful, wistful piece, which seems to detail the things our driver sees on his journey.
However, as our driver nudges their speed up. Moving from 50kmph to 60, it’s harder and harder for the singer to keep up with the things that appear on the road.
Roadside objects appear thicker and faster – it starts to become frenetic and breaks down in chaos until our final moment. Where the driver hits a young girl.
“When you’re going too fast, you can’t keep up with the road”, we read.
It’s a hauntingly emotive film to remind drivers that even a small increase in speed can have the most devastating of consequences.
The New TV commercial will air in English and Irish Monday 17th October and is supported by radio, Digital, cinema and a social media campaign.