Highlighting the consequences of breaking the speed limit.
Speed is the biggest contributory factor in road deaths in Ireland. This campaign highlights the consequences of breaking the speed limit even by small amounts.
When you hit a pedestrian or cyclists at 50 km/h, they have a 50% chance of living. But hit them at 60 km/h, and that chance drops to just 10%.
The campaign shows the danger of speeding by small amounts. The kind of speeding some drivers do without even realising.
As part of the campaign we commissioned an original song by Irish recording artist Cathy Davey. As our driver nudges their speed up. Moving from 50 km/h to 60 km/h, it’s harder and harder for the singer to keep up with the things that appear on the road.
“When you’re going too fast, you can’t keep up with the road”. “Slow down”.
The driver attitude and behaviour study 2020 shows there has been a significant increase in the perceived acceptability of speeding compared to previous years.
- Between 2014 and 2019, approximately 24% of drivers through it was acceptable to exceed 50 km/h speed limits by more than 10 km/h, in 2020 this rose to 34%.
- Between 2014 and 2019, approximately 18% of drivers through it was acceptable to exceed 100 km/h speed limits by more than 10 km/h, in 2020 this rose to 34%.
Our analysis of available coronial files data for 2013-2017 found that:
Of the driver and motorcycle driver fatalities with a record of their actions leading up to the collision (n = 387), 25% (n = 95) were exceeding a safe speed. Exceeding a safe speed refers to driving above the speed limit or driving at a speed that is too high for the road/conditions.
The pre-crash report that looks at excessive speed in 867 fatal collisions 2008-2012 shows:
- excessive speed was a contributory factor in 1 in 3 fatal collisions between 2008 and 2012. This may not have been the sole cause of the collision.
- of this number 19% cited excessive speed as the sole contributory factor.
- of the 322 people killed in speed-related collisions, 158 were drivers, 49 were motorcyclists and 100 were passengers.
The 2018 free speed survey shows
- 52% of car drivers breaking the speed limit on urban roads
- 27% of car drivers breaking the speed limit on rural roads
- 23% of cars speeding on motorways
- 44% of cars were speeding on dual carriageways
Our campaign highlights and dramatizes the consequences of breaking the speed limit, even by a small amount.