Horrific road death adverts fail to impress

RESEARCH has suggested that advertising campaigns focusing on the horrific effects of being involved in a road traffic accident or collision have little effect on how a driver behaves.

However, the same research found that campaigns featuring gardaí stopping drivers and enforcing the road traffic legislation had more impact.

According to the author of the findings, Colm Conyngham, who recently completed the research at Stirling University in Scotland, this is because “a young motorist believes he or she is much more likely to be stopped by a garda than to kill themselves on the road”.