Brake before the bend, not on it

WITH 21 people losing their lives on our roads in July, the highest of any month this year, five local authorities are working together to get the road safety message out in the latest campaign.

Car accidents on country roads are some of the most traumatic scenes the emergency services will attend. 

A road safety campaign by local authorities located along the Wild Atlantic Way - the world's longest defined coastal touring route - opts for gentle humour rather than shock, which makes an effective strategy.

The campaign focuses on driving in the countryside, and aims to emphasise the fact that blind bends may contain unexpected hazards so drivers should always brake before the bend, not on it.

Rather than do this by showing upsetting images, they are using images provided by the Department of Transport UK where animals and countryside vehicles are shown bearing road safety messages, like moving signs. Unfortunately, these types of signs don’t exist on Irish rural roads but they want to raise road safety awareness and get motorists to slow down on rural roads.

Mayo, Galway, Kerry, Cork and Donegal are working in partnership to make their roads not alone attractive to tourists and all road users but to also ensure they are safe.

Between 2007 and 2009, 71% of Ireland’s road death occurred on rural roads. These roads often have sharp bends and blind bends, which can hide unexpected hazards.

The key message is: Stay in control and give yourself time to react. Brake before the bend, not on it.

Said Noel Gibbons, Mayo road safety officer: “We've all been there, we've all done it, we've all probably had a few near misses, and there are so many distractions now in vehicles. You don't have to be speeding to be driving too fast on country roads.”