You are in: Road Safety News: 14 May 2007
Banned Irish adverts show consequences of speeding
A hard-hitting TV and cinema advert showing people being crushed to death in a road crash has been launched in Northern Ireland and the Republic of Ireland.
The graphic ad shows injuries and deaths resulting from a driver speeding, and a young man laid out in a morgue for identification by his bereaved parents.
Aimed at 17-24 year-olds, the ad carries the message ‘The faster the speed the bigger the mess’. It is is only being shown after the 9pm watershed on TV and before 15 certificate films in the cinema due to its graphic content.
The advert was developed by Lyle-Bailie International for the Department of Environment (DOE) in Northern Ireland. The Broadcast Advertising Clearance Centre (BACC) has refused to give approval for it to be shown.
Previous adverts by Lyle-Bailie International, about pedestrian safety, were also banned by the BACC for being too shocking - but no public complaints have been made in Northern Ireland.
At Brake’s international conference on young driver safety in London on 3 May, the company’s director, David Lyle, revealed that research shows shocking adverts are 32% more effective at raising awareness of road safety issues than those with a less graphic approach.
For further information go to: www.doeni.gov.uk or click here to view the ad. |
