Road safety advert targets rural drivers on 'autopilot'

RSA director of partnerships and external affairs Sarah O’Connor said: 'Too many lives are lost because drivers become too comfortable on familiar roads, unconsciously creeping up their speed without realising the deadly consequences.' File picture: Jim Coughlan

A new Groundhog Day-style advert has been launched to warn drivers they can break speed limits and become complacent when they are on “autopilot” on rural roads.

The latest Road Safety Authority (RSA) campaign will see a high-profile TV and radio campaign as well as adverts across the likes of TikTok, Snapchat, and Facebook.