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Road Safety Reimagined Project 2024

In its second year, this collaborative project between University of Limerick, An Garda Síochána and Limerick City and Council the Road Safety Reimagined Project has the capacity to be a ‘lifesaver’ in road safety by harnessing the collective power of students.

Serious road traffic offences such as drink driving, drug driving and distracted driving including using a phone will driving continue to be among the primary factors in road traffic collisions involving young people on Irish roads:

  • In 2023, the highest risk age group were those aged 16-25 years which represented 26% of total fatalities (48 fatalities)
  • Compared to 2022, this in an increase of 23 road user fatalities in this age group
  • Of those 48 fatalities aged 16-25, 15 were drivers, 16 were passengers, 8 were pedestrians, 7 were motorcyclists, 2 were cyclists
  • Of these 48 fatalities aged 16-25, 38 were male and 10 were female
  • Of all driver fatalities in 2023 (71 fatalities), 21% (15) were aged 16-25 years.  

During their semester one modules undertaken as part of their third-level studies, over 600 students from the Kemmy Business School at University College Limerick were tasked with reimagining road safety through contemporary marketing and to develop solutions that positively influence young driving behaviour.

This year's project ideas included, ‘comparing the road to the pitch’, ‘one high can lead to a six-foot low.'

An Garda Síochána is always looking at new and creative ways of appealing to the public to drive safely. The Road Safety Reimagined project greatly helps resonate with students who are already driving, those learning to drive as well as future drivers and other road users.

It is hoped that the impactful road safety marketing campaigns designed by these young students with them and their peers in mind will be seen and understood, will change how they see the importance of keeping all road users safe through their own actions and ultimately help An Garda Síochána to save lives on Ireland's roads. 

Check out An Garda Síochána' Facebook page or @GardaInsta to see this year's winning projects.