The Road Safety Authority (RSA) has today (Thursday, March 6) launched a new advertising campaign highlighting the dangers of speed and complacency on rural roads.

The campaign, supported by bereaved families, shows how small increases in speed, often unnoticed by drivers familiar with a route, can have devastating consequences, particularly on rural roads.

Between 2020 and 2024, almost three in four road deaths (73%) and nearly half (47%) of all serious injuries occurred on rural roads.

RSA research has highlighted the issue of unintentional speeding, where drivers can exceed limits simply because they are on "autopilot" or unaware of a speed limit change.

The authority said that many drivers also believe they are skilled enough to drive at higher speeds, especially on roads that are familiar to them.

The new advert follows a commuter’s daily drive to work in a repetitive style, similar to the film, 'Groundhog Day'.

The driver becomes increasingly comfortable and complacent driving with excessive speed on the same route, believing he has full control.

On the last day, this leads him to take a bend at a higher speed, causing him to cross the white line into the path of an oncoming car.

The driver's efforts to avoid hitting the other car results in a single vehicle collision.

The advert’s final message delivers a stark warning: “You never know what’s coming. Slow down on rural roads.”

Research conducted on behalf of the RSA revealed that over 50% of drivers believe it is acceptable to exceed an 80km/h speed limit by up to 10km/h, with almost 30% considering it acceptable to exceed the limit by even more.

The RSA said that this campaign also aligns with the recent reduction in speed limits for rural local roads from 80km/h to 60km/h, reinforcing the importance of slowing down.

Minister for Transport, Darragh O’Brien said the "priority is to protect all road users and make Ireland’s road network safer".

"The RSA’s advertising campaign shows us the impact speed can have and why it’s vital to watch your speed every time you take to the road," he said.

The minister encouraged people to speak to their family about their driving habits and "remind them that slowing down saves lives and helps keep everyone on the road safe".

Sarah O’Connor, director of partnerships and external affairs at the Road Safety Authority, added:

"This campaign is a wake-up call—because even a small increase in speed can have the serious and tragic results.”

So far this year, 29 people have lost their lives on Irish roads.