A new campaign aims to reduce road deaths to zero by 2050.
The Road Safety Authority (RSA) has launched a new 'Zero Vision' campaign
The "Who was Mary Ward? Vision Zero" campaign gets its name from the first person in the world to be killed in a road traffic incident.
The campaign centres around the story of Mary Ward, whose life was tragically cut short when she fell under the wheels of the motor vehicle she was travelling in, at Birr, Co. Offaly, in 1869.
Road Safety Authority CEO Sam Waide, says all road users need to put in the effort to prevent further tragedy.
"A big part of this campaign is for everyone to actually look at their behaviour and start the conversation with family, friends, and work colleagues.
"Challenging each other and agreeing to talk about what's the one thing that you would change going forward, to use our roads better and be safer for everyone."
Liz O’Donnell, Chairperson of the RSA, says “Since the first road death was recorded in Birr, Co. Offaly, thousands of families have grieved the loss of a loved one on Irish roads. Many others have been left with life-changing injuries due to a road traffic collision.
"Through this campaign, the families of road safety victims have bravely come forward to impart the human impact and permanence of such tragedies and kindly grant permission for their loved one’s names to appear in the campaign".
The RSA says as of 11 September 2023, a total of 130 people have died on Irish roads, 25 more than the same period in 2022.
