RSA – Stopping drug driving

Challenge

To develop a public information campaign for the Road Safety Authority (RSA) on new powers to test motorists for drug use at the roadside. This had to build awareness among young male drivers of the impact of drug driving and how the new laws would be implemented.

Approach

  • An intensive programme of consultation with key stakeholders to better understand how the new measures would work
  • Development and deployment of assets including messaging and video content, that was seeded out across social and digital channels.
  • We managed the successful media launch event involving road safety advocates, experts and the Minister for Transport, Tourism and Sport.

Result

April 2017 recorded the lowest number of road traffic related deaths (7) in 2017, which in turn was the safest year on record. The RSA is confident that this campaign was a major contributing factor to April being such a safe month on Irish roads.