Minister for Infrastructure has launched a new road safety
campaign to encourage road users to be more visible as the darker
winter months approach.
‘Be Bold. Be Seen' encourages pedestrians, cyclists, and other
vulnerable road users to wear bold bright or high-visibility
clothing.
Far too many lives are being lost and too many families lives are
shattered by the worst possible news and evidence shows that
people who walk, cycle or ride a horse are among the most
vulnerable groups of road users.
Tragically, more than one in five people killed on our roads over
the past decade were pedestrians. Stark statistics have
revealed that, on average, 10 motorcyclists are killed on our
roads every year.
The campaign features three striking visuals that will appear on
the rear of buses, posters and a social media campaign.
1. You wouldn't be seen dead in this
This visual delivers a hard hitting message, that being invisible
on the road is a risk not worth taking. The slogan plays on the
double meaning of being seen both in terms of fashion and
survival.
2. Take a fashion risk not a safety risk
This creative approach is designed to capture attention quickly,
particularly in high-visibility formats such as bus rears, by
linking fashion choices with personal safety.
3. If he could he would
The message is clear: while wildlife has no control over its
visibility on our roads, people do. Whether walking, cycling, or
working near traffic, choosing to wear high-vis clothing can be
the difference between being seen and not.
By using this relatable and emotive image, the campaign aims to
spark conversation and encourage behavioural change, especially
as daylight hours shorten in autumn.
Minister Kimmins said: “Road safety is a priority for me
as Infrastructure Minister as we work hard within the Department
to reduce the number of road deaths and serious injuries on our
roads.
“This campaign uses simple but powerful images to remind
us all that visibility is a choice.
“We hope it encourages people to think twice before
heading out without high-vis gear, especially during darker
months.
“Be Bold Be Seen is a particularly important message for
those who might be most vulnerable on our roads as the nights get
darker including pedestrians and cyclists.”
The latest road safety campaign complements recent work
undertaken by the Department to improve road safety behaviour.
Current campaigns include safety around school buses for children
www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses,
and a TV campaign which urges pedestrians and drivers to
recognise the shared risk of using the roads: www.sharetheroadtozero.com/PedestrianSafety.
