Time To Talk

This campaign aims to address the rising number of fatalities on our roads by encouraging people to have life-saving conversations with family members about their unsafe driving behaviours. 

The campaign calls on friends and family to “Chat to your loved ones about their unsafe driving today. So you don’t lose them tomorrow.” The TV edit puts viewers in the Point of view of a chief mourner at a funeral, -an incredibly powerful and emotional perspective. As the advert progresses, we see that it is the funeral of a young man. As we exit from the church, the door opens and suddenly we are back in the family home where the young man is about to go in his car. We hear a voice call him back but she hesitates and says ‘oh It’s nothing’.  The advert ends on the young man smiling and closing the door, and the chance to say something to him about his unsafe driving has been lost forever. This hard-hitting approach is designed to motivate people to start a conversation about unsafe driving behaviours to help save lives.

The campaign will run across TV, video on demand, Radio, digital audio, social and out of home.

Drivers may not believe or realise they are driving in an unsafe manner. That's why we're calling on their family members and other passengers to chat to them about their dangerous driving behaviours.

Facts

Speed

International research shows that the risk of a pedestrian fatality in a collision with a motor vehicle increases with speed. It is estimated that:

• 5% of pedestrians will be killed at an impact speed of 30 km/h
• 50% of pedestrians will be killed at an impact speed of 60 km/h
• 90% of pedestrians will be killed at an impact speed of 80 km/h

 Free speed survey*

The free speed survey was conducted on Irish roads during April 2023.    

The survey found:

• For all road types, except for 80km/h and 120km/h roads, non-compliance with the speed limit was higher at the weekend.
• On all road types, the highest rates of non-compliance with the speed limit were observed within the 8pm-8am time periods, oftentimes specifically between 4am-8am. This suggests that speeding is more prevalent late at night and into the early part of the morning.
• The majority of non-compliant drivers on the various road types were found to have exceeded the speed limit by up to 10km/h.
• On 50km/h roads, rates of compliance were relatively low across the major vehicle types. Approximately 47% of passenger car drivers were speeding, with rates dropping to 46% for LGV drivers and 39% for drivers of HGVs and Buses.
• On 100km/h and 120km/h roads, where a different speed limit applies to HGV drivers, this study found a much higher level of non-compliance for these vehicle types relative to passenger cars and LGVs.

*Figures are provisional and subject to change

Time to Talk Radio