Road Safety Week is an annual initiative organised by the Road Safety Authority (RSA) in Ireland. It takes place every October and this year’s 2025 Road Safety Week kicks off on Monday, October 6. The week is packed with initiatives aimed at reducing road deaths and injuries, with activities across the country that include free tyre checks, pedestrian safety campaigns and education packs distributed through schools and clubs.

At a time when a lot of media commentary is focused on things that are wrong with Ireland, there’s no doubt that road safety is one of the resounding Irish success stories. Over the past half-century, Ireland has gone from one of the worst in Europe to near the top of the charts in the key road safety measure: road deaths per million of population. In 2019 we reached our highest rank as the second-safest in the EU.

Ireland’s road safety record key statistics

A snapshot of key statistics shows Ireland’s improvement over time:

• 1959: 306 road deaths recorded.
• 1972: Peak year with 640 fatalities, the highest ever recorded in Ireland.
• Fatalities remained high right into the 1980s, fluctuating between 400-600 deaths annually.
• 1986: 387 deaths – first significant decline.
• 1997: 472 deaths, showing the problem persisted and required additional and consistent focus.

Road safety strategy – turning points

A turning point came in 1998, when Ireland launched its first National Road Safety Strategy. For the first time, there was a coordinated, multi-agency plan to tackle the problem. Over the following years, new measures were rolled out including the National Car Test (NCT), Penalty Points System and Mandatory Alcohol Testing. These initiatives mattered, but the real story is not the rules themselves. It’s how the public came to understand, accept and respect them, which was achieved through clear, consistent messaging.

Today, Ireland ranks ninth in Europe for road safety, with around 32 road deaths per million inhabitants, a figure that is 29% lower than the EU average. This is a remarkable turnaround, but it also highlights the need for vigilance.

Even after a number of year-on-year reductions in the figures, the recent rise in fatalities (2022-2023) highlights the need for renewed focus on enforcement, speed management and tackling “killer behaviours” such as speeding, drink/drug driving and mobile phone use. Behind every statistic is a story: families, friends and communities affected. Road safety isn’t just about numbers; it’s about lives changed forever.

Communication is the game changer

So how did Ireland achieve this shift?

One of the most important and sometimes overlooked drivers has been communication. Public awareness campaigns have become part of the national fabric. The RSA deserves huge credit for a series of very effective campaigns over the past decade.

The “Crashed Lives” series, for instance, used real-life stories to bring home the consequences of dangerous driving.

The most important E: Education

Road safety experts often speak about the three E’s: Education, Engineering and Enforcement. Each has its role but for us as a PR agency, the real impact comes from Education.

Education is where PR plays the biggest role. Initiatives like Road Safety Week and campaigns such as “Crashed Lives” or “Never Ever Drink and Drive” show how consistent, creative communications in Ireland have directly changed behaviour and attitudes. This is the core space where PR practitioners add value.

@jamesdoylefitness They make you feel like you did it 😭😭 #irish #rsa #roadsafety #irishroadsafetyad ♬ SWEET I THOUGHT YOU WANTED TO DANCE – katie

Engineering and Enforcement are also essential parts of the road safety equation, but they fall largely to policymakers, designers and Gardaí. For our part, we support them through communications that help people understand and respect these measures. Our job is to make enforcement visible and engineering relatable, ensuring people not only know the rules, but also why they matter.

Lessons for PR and Communications

The broader lesson for us as communicators is clear: storytelling works and campaigns change culture. Ireland’s road safety journey proves the role of PR and communications in saving lives. This is why it’s so important for us as a PR agency – because the same principles apply whether you’re encouraging safer driving or building brand trust.

For businesses, the takeaway is simple: if campaigns can shift national behaviour on something as deep-rooted as turning  blind eye to drink-driving, they can absolutely change how people see your brand.

If you’re interested in how public awareness shapes behaviour, you might also enjoy our Codex brand awareness case study or see how St. Patrick’s Day became a global PR phenomenon. Both illustrate how powerful a well-crafted campaign can be.

What comes next

Ireland’s road safety report card could very well read: “Lots of good progress starting from a low base, but needs to stay the distance”. Renewing our focus on enforcement would be a key way of improving our overall performance. Above all, it is essential that drivers routinely see Garda presence, both on motorways and back roads.

As we celebrate Road Safety Week 2025, let’s remember that Ireland’s success is built not only on policies and engineering, but on the power of communications. Smart, consistent messaging is just as crucial as enforcement in keeping our roads safe.

If your organisation wants to influence behaviour, shape culture or build public trust through communications, we’d love to talk to you. Contact us today for a free PR consultation – and please, drive safely.

About the author

Pearse O’Loughlin, Client Director with Cullen Communications, has more than 20 years of experience across all areas of communication and works principally with clients in the corporate and consumer sectors. One of the most experienced automotive PR professionals in Ireland, Pearse specialises in media relations, event management, internal communications and strategic consultancy.