New road safety advert for NI

Published Wednesday, 19 September 2012
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Most crashes on roads across Northern Ireland are "man-made", the Environment Minister says, as a new hard-hitting safety campaign is screened on TV.

New road safety advert for NI
The Excuses image is captioned 'The driver said he didn't set out to do it'. (© DOE)

The 'Excuses' advert highlights that over 95% of collisions where someone is killed or seriously injured are the result of human error.

The advert does not concentrate on speeding or drink driving, like previous campaigns.

"A crash is not fate; it is a man-made tragedy that cannot be denied by excuses.

"Crashes are preventable and we are all responsible. By treating the road as a shared space, we can reduce the risks of being involved in a collision," said Minister Alex Attwood.

The main causes of crashes are speeding, drink driving and driver carelessness and the advert also warns pedestrians, cyclists and motorcyclists not to take risks.

Casualties are at their lowest point since 1931, with 28 people killed on our roads so far this year, but Chief Superintendent Peter Farrar said it is possible to further cut numbers.

"If everyone slowed down, did not drive after taking drink or drugs, wore a seatbelt and drove with more care and attention then the number of deaths and injuries will reduce," he said.

"Occasionally there will be times when something outside our control happens, like a flat tyre or a puncture, a dog walks out in front of the car; but 95% of the time it's caused by human error.

"So I think all of us, if we look back, if we were in a collision, with hindsight would say well, actually there's something I would do differently."

© UTV News
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5 Comments
John in Castledawson wrote (532 days ago):
can anyone tell why at the end of advert the coffin is been carried the wrong way
Aileen McShane in Doha Qatar wrote (770 days ago):
Love love love the fact that you use Ballintoy Harbour as your cover picture on your website!!! I miss home!:(
Alex in belfast wrote (771 days ago):
Have to agree with both the first two comments. Waste of money these campaigns, let the police do it hands on. Also Mr Alex Attwood how much money have you wasted by bringing new and ridiculously unecessary changes to the MOT, your excuse being we re just bringing N.I. up to date with the rest of europe, RUBBISH have you been to FRANCE, SPAIN, ITALY the state of their roads and the cars on them ? Way way way below our original standards no need to change anything. Also 59 deaths on our roads is terrible but there will always be deaths on roads of major population centres never going to get it to zero, accidents will happen no matter what . The money should be spent tackling Suicides , anti-social behaviour etc. We arent fooled Mr Attwood get off the motorists back and do the things your constituants are asking you to do please.
NIC in Belfast wrote (771 days ago):
More money spent on adverts and billboards. Drive along any Road in N. Ireland and you will see Drivers of all ages using mobile phones openly no fear of prosecution. In car parks a night you will find young drivers racing up and down doing handbrake turns and on straight stretches of road you will get motorcyclists speeding and also young driver racing . Has the poster campaign or TV campaign put these people OFF. NO. Get the Roads Police /TSGs /ARVs on the Roads in marked cars/unmarked cars not landrovers and deter drivers from breaking the law . This will let the Police spend the money wasted on adverts, on crime prevention and response patrols. DRIVE SAFELY
Vic in Belfast wrote (771 days ago):
Very good totally agree with this type of ad, but over 300 people took thire own lives last year lets see the same hard hitting ads to promote awareness on this issue
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