Victims' families relate tragedy of road crashes in new RSA adverts

THE ROAD Safety Authority (RSA) has unveiled its new advertising campaign aimed at reducing the death toll on Irish roads, featuring the families of victims telling how the tragedies have impacted on their lives.

The series builds on last year's Crashed Lives ads, which featured true-life accounts of how road crashes had affected the lives of the victims and their families.

The new 50-second spots feature three more families discussing their bereavements.

All three victims were under 20 years of age: James Nash (19), who died in February 2000 when he was hit by an articulated lorry while walking home in the dark; Conor Coleman (15), who died in a two-car collision in September 2001; and Sarah Fitzgerald (19), who was killed in a car crash in Naas, Co Kildare, in August 2007.

The families were all present at the launch, which was attended by chairman of the RSA Gay Byrne and TV presenter Miriam O'Callaghan.

"The big difference is that, while the commercials are very effective, deep down people know they are actors," Mr Byrne said.

"These people are not actors. They are real family, they have been through it, and people recognise that."

Batt Coleman, who talks about his son Conor, said he got involved with the RSA's campaign to help prevent another family having a similar experience.

During the advert, he talks about the effect that losing his son had on his family and the community, warning viewers "there's a whole lot of living to do between 17 and 70".

The new campaign also features the eyewitness account of Dr Gerry Lane, consultant of emergency medicine in Letterkenny General Hospital, Co Donegal. Dr Lane gives his experience of working in the accident and emergency department and having to treat victims of car crashes.

A second advert by Dr Lane highlights the dangers of failing to wear a seat belt, or wearing it incorrectly, and the risk to children who are not properly restrained while travelling in a car.

RSA chief executive Noel Brett called on motorists, cyclists and pedestrians to make "small changes" to help reduce the number of deaths on Irish roads.

"We've had three years of a reduction in deaths on Irish roads. There are 58 less people dead than the same time last year. But there are 269 other families sitting down to a Christmas dinner with an empty chair. That's not acceptable in a civilised society," said Mr Brett.

"To people out there who persistently oppose good, evidence-based road safety intervention, like reducing blood alcohol levels, like the life-saving activity that the men and women of the Garda are involved in, random breath testing, people who oppose restrictions on learner drivers, people who oppose compulsory tuition; you can't argue with this stuff. Please row in behind us."