Minister for Infrastructure has launched two powerful new
road safety campaigns which will go live on television screens
today (Thursday).
The hard-hitting campaigns – called ‘Priority List' and ‘Control
or Speed' – address two of the main causes of deaths and serious
injuries on our roads – speeding and, more generally, driver
behaviour.
Launching the campaigns the Minister said: “Too many people
are dying on our roads, something that has been brought into
sharp focus within recent weeks. We are only just into the third
month of 2026 and, tragically, 15 people have lost their
lives.
“We must all do everything we can to ensure no more families are
plunged into the unimaginable and life changing grief that road
deaths bring to their door.
“As Minister, I want to do all I can to ensure everyone who uses
our roads, does so safely. To help drive real behavioural
change on our roads we need a societal conversation about how we
all behave when we are travelling and, today I am launching two
new powerful and hard-hitting advertisements to help stimulate
that conversation.
“The first campaign, ‘Priority List' challenges the everyday
choices drivers make that lead to collisions - inattention,
driving too close, and momentary distractions. These may seem
minor in the moment, but they can have devastating, life‑changing
consequences. The campaign highlights how a split‑second decision
to take a risk can end in tragedy, a scenario many of us will
sadly recognise.
“The second, addresses excessive speed, which remains a major
factor in deaths and serious injuries, particularly on rural
roads where you are likely to encounter more difficulties.
Despite the risks, many drivers believe they are in control when
speeding. However, evidence shows that speed reduces reaction
time, increases stopping distances, and leads to more severe
outcomes. The message of this campaign, entitled ‘Control or
Speed', is simple: you can have control, or you can have speed -
but you cannot have both.”
Minister Kimmins added: “The campaigns will run across TV, radio,
digital platforms, and outdoor media, with a focus on raising
awareness among all drivers with a particular focus on younger
drivers.
“Alongside this work, my Department is reviewing several
speed‑related matters, including national speed limits on rural
roads and dual carriageways, HGV limits, and the wider use of
20mph zones. A public consultation is now open, and I encourage
you to take part and make your views heard.”
These latest road safety campaigns complement recent work
undertaken by the Department for Infrastructure to improve road
safety behaviour. Current campaigns include safety around school
buses for children www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses, Be
Bold. Be Seen www.sharetheroadtozero.com/be-bold-be-seen
and our most recent TV campaign which highlights the dangers of
drug driving https://sharetheroadtozero.com/TVWebPages/never-ever-drive-on-drugs
You can respond to the consultation on the review of speed limits
here: https://consultations2.nidirect.gov.uk/dfi-1/speed-limit-review-2026
Note to editors:
- In August 2025 Minister Kimmins confirmed she would increase
the road safety advertising budget by more than £1.5million.
- Links to new ads: https://sharetheroadtozero.com/Priority-List
& https://sharetheroadtozero.com/Control-Or-Speed
- See the latest statistics road traffic collision statistics
here: www.psni.police.uk/about-us/our-publications-and-reports/official-statistics/road-traffic-collision-statistics
- Share The Road to Zero is a road safety community programme
with one aim – zero road deaths on our roads. More than 25,000
people have pledged to Share the Road to Zero. Pledge here:
www.sharetheroadtozero.com/
- The Highway Code is available to download at: www.nidirect.gov.uk/sites/default/files/2025-05/the-official-highway-code-for-northern-ireland-2020%20%281%29.pdf
