RSA launches Christmas campaign

The new series of TV adverts as part of the 'Crashed Lives' campaign was launched today by the RSA chairman Gay Byrne and TV presenter Miriam O'Callaghan.

The new series of 50-second adverts features three true-life road tragedies 'James', 'Sarah' and 'Conor', as told by bereaved families.

Each speaks about the loss of a loved one in a collision and how it has changed their lives forever. In addition, there are two eye-witness accounts 'Breaking the News' and 'Seatbelts' by Dr Gerry Lane, consultant in emergency medicine, at Letterkenny General Hospital.

Speaking at the launch, Gay Byrne said: “The RSA launched the first Crashed Lives campaign last December.

“Across Ireland people were deeply moved by these true-life stories of road tragedy - and the courage of the families and Individuals who opened their hearts so profoundly.

“I am certain that the new series of true-life stories will have the same effect. So please listen to what these people have to say. They don't want other families to suffer crashed lives after losing a loved one on our roads.”

Launching the new campaign, Miriam O'Callaghan said: “In the seven years, covered by these true-life stories a total of 10,150 people were killed or seriously injured on our roads. The road death toll alone from 2000 until yesterday was 3,282.”

“These courageous families, along with Dr Lane, are highlighting the common dangers we all face on the roads. As Sarah Fitzgerald's father David said: ‘You can't be careful enough’.”

The lives featured in the Crashed Lives TV campaign are as follows:

The second film is titled 'Seatbelts', and in it Dr Lane describes the consequences of not wearing a seatbelt - or even wearing it the wrong way. He highlights the danger to children if they are not wearing a correct child restraint.

“Brain damage or spinal injury,” he says. “And, believe me, a spinal injury isn't just for the weekend. It's for life.”

The new adverts will be screened on TV from tonight and will run until the end of January. The ads can also be viewed on www.rsa.ie.

A total of 269 people have died on Irish roads up to December 19, 2008 compared to 327 to the same date last year, a reduction of 58 on this day last year.