A road safety initiative co-ordinated by An Garda Síochána and the University of Limerick has led third-level students from across the country to highlight the lifelong and potentially devastating consequences of distracted driving among young people. The project, ‘Road Safety Reimagined’ was undertaken by more than 1,000 students from highlighting the lifelong and potentially devastating impact of a moment’s distraction behind the wheel. Research conducted by the Road Safety Authority (RSA) in 2023 found that nearly one in 10 Irish drivers have been caught using their phones while driving. In response, Road Safety Reimagined tasked students from the University of Limerick, South East Technological University, University of Galway, Maynooth University, and University College Cork to reimagine road safety through contemporary marketing concepts with the aim of positively influencing driving behaviour. With engaging submissions that explored the effect of applying makeup while behind the wheel to being distracted by passengers, it was a piece of work developed around the dangers of using a mobile phone while driving that claimed the overall winning prize. Bearing the tagline; ‘Worst passenger? Your phone’ the winning project highlights the dangers of using a phone while driving – taking a driver’s whole focus away from the road. The winning team is comprised of UL students, Fintan O’Kelly, Clodagh O’Meara, Esther Olaoye, Evan O’Neill, Callum O’Leary, Keira O’Neill, Ailbhe O’Loughlin, Molly O’Neill, Cian O’Mahony. Speaking at the University of Limerick this morning, Garda Commissioner Drew Harris said, “Road Safety Reimagined provides a great opportunity for so many students to engage with such an important topic, and one which is so relevant to you all gathered here in this room. “It opens up conversations around road safety and helps us to reach those who often struggle to connect with this key message. “Too often we see tragedy on the roads, and so, anything we can do to prevent this from happening An Garda Síochána is glad to support. “Engaging these talented young people in devising a marketing campaign around road safety which is aimed at their peers was a novel idea, and to see this initiative go from strength to strength is a credit to all those involved. “This work provides us with such valuable insights and showcases the great many creative and innovative ways we can connect with those most at risk on our roads.” Those on the winning team said, “Many drivers believe they can multitask, but divided attention slows reaction time and increases risk, endangering not only themselves but also passengers, pedestrians, and other road users.” “By merging these ideas, our campaign highlights the deadly consequences of distracted driving and urges drivers to make safer choices behind the wheel.” Also in attendance on the day were Minister for State at the Department of Justice Niall Collins, Assistant Commissioner for Roads Policing and Community Engagement, Paula Hillman and Acting UL President Professor Shane Kilcommins. Acting UL President Professor Shane Kilcommins said, “This is the third year of the Road Safety Reimagined initiative and in that time, it has enjoyed great success and to see how it has expanded has been remarkable. “This is engaged learning at its best and I hope you, the students, see the value of what you have achieved and its potential as well. This is a public good, working in the national interest and you can see that through the work that the students are engaged in and everybody around the project, but you can also see it in the knowledge exchange. It is wonderful that we have that – all of you are helping to make impact on road safety and creating a safer future.” Dr Christina O’Connor, Associate Professor in Marketing at UL who co-ordinated the Road Safety Reimagined initiative along with Sergeant Tony Miniter of the Limerick Roads Policing Unit, stressed the importance of engaging with Ireland’s young road users. “This year the Road Safety Reimagined Initiative engaged with over 1,000 students across five Irish Universities. This directly equates to 1,000 learner drivers or new drivers on our roads over the coming years. We have an opportunity to change the mindset and the behaviour of these road users through this initiative, which was embedded within their respective business lectures. It has been a fantastic challenge for all involved, and the impact of this work is lifesaving.” A highlight of Road Safety Reimagined, now in its third year, is the presentation of the Oisin Crotty Road Safety Inspiration Award, sponsored by ESB. This year’s award was jointly presented to Keith Mullane, Assistant Chief Ambulance Officer for the Mid-West National Ambulance Service and John Lyons, Station Officer at Rathkeale Fire and Rescue Station, in recognition of their outstanding contribution to road safety education. With almost 50 years of combined experience with the ambulance service and fire and rescue service respectively, Keith and John have been heavily involved in the Lifesaver Project – an initiative which aims to highlight the reality of road safety, particularly targeted at students and young people.