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Rural Speeding

This campaign aims to raise awareness of speeding on Rural Roads.

Almost 1 in 3 road fatalities are a result of speeding, with most of these tragic incidents occurring on rural roads. This stark statistic highlights the dangerous combination of high speeds and the unpredictable nature of rural routes.

Familiarity Breeds Complacency

Many drivers travel the same rural route daily, leading to a false sense of security. This familiarity can result in complacency, with drivers believing they have mastered the road.

Such overconfidence often leads to speeding, reducing reaction times and increasing the risk of fatal collisions. It's crucial to remember that no matter how well you know a road, unexpected hazards can always arise.

TVC Narrative: You Never Know What’s Coming

In our film, we see a young dad on the same journey he makes every day.

In a series of scenes, we see him getting out of bed, brushing his teeth, make a coffee, grab his keys, walk out the front door, get in his car and drive down a rural road. We see him travel round a corner, his speedometer shows that he is speeding, and we begin again.

We see him brush his teeth, make a coffee and so on.

After seeing this loop several times, our last scene changes. As he rounds the corner whilst speeding, he is surprised to see a car coming the opposite way. He swerves, and because he is speeding he loses control and as a result flips the car. We cut to our end frame:

You never know what’s coming. Watch your speed on rural roads.

 The Facts

Between 2019-2023, there were 69 driver fatalities in single vehicle collisions in private cars on 80km/h roads.

Of the 69 drivers who were killed:

  • 59% (41) were aged 16-35 years
  • 56 drivers (81%) were male.
  • 47 drivers were the only occupant in the car at the time of the collision.
  • 33 drivers lost control of the vehicle.

Figures above are provisional and subject to change. 

This is a TV led campaign supported by video on demand, radio, digital audio, social media and out of home advertising. You Never KnowYou Cant Always Know

The Ripple Effect of Road Tragedies

Every road fatality sends shockwaves through families, friends, and communities. The loss of a loved one is immeasurable, and the grief is compounded when the tragedy could have been prevented. By choosing to speed, drivers not only endanger themselves but also risk causing irreversible harm to others. The reference to the toy bunny is an emotional reminder of this.

We urge all drivers to:

  • Respect Speed Limits: They are set for your safety and the safety of others. They are not a target.
  • Stay Vigilant: Even on familiar roads, always be prepared for the unexpected.
  • Consider the Consequences: Think about how your actions affect your loved ones and the wider community.

Related Campaign

Speed limits on many rural local roads have reduced from 80km/h to 60 km/h.

This change has been brought into effect by the Road Traffic Act. 

The ‘Rural Speed Limit’ sign for rural local roads, a generic sign that does not display a numeral value replaced the 80 km/h speed limit signs on rural local roads (boreens) in 2015.

Please see more here.