WHO is the worst passenger to have in your car?
According to students from the University of Limerick (UL) it’s not a person – it’s your phone.
That was the winning concept behind the Road Safety Reimagined initiative led by UL and An Garda Síochána.
More than 1,000 students across Ireland engaged in the project that highlights the potentially devastating impact of a moment’s distraction behind the wheel.
The winning team – consisting of UL students Fintan O’Kelly, Clodagh O’Meara, Esther Olaoye, Evan O’Neill, Callum O’Leary, Keira O’Neill, Ailbhe O’Loughlin, Molly O’Neill, and Cian O Mahony – said that “many drivers believe they can multitask, but divided attention slows reaction time and increases risk, endangering not only themselves but also passengers, pedestrians, and other road users”.
Research from the Road Safety Authority (RSA) in 2023 found that nearly one in 10 Irish drivers have been caught using their phones while driving.
In response, Road Safety Reimagined tasked students from UL, South East Technological University, University of Galway, Maynooth University, and University College Cork to reimagine road safety through contemporary marketing concepts and develop solutions to positively impact driving behaviour.
Garda Commissioner Drew Harris presented awards for the top entries from each participating university, as well as the winners of the overall prize.
Also in attendance were Minister for State at the Department of Justice and Limerick TD Niall Collins, Assistant Commissioner Paula Hillman, and Acting UL President Professor Shane Kilcommins.
Dr Christina O’Connor, associate professor of marketing at UL, who coordinated the Road Safety Reimagined initiative, along with Sergeant Tony Miniter of the Limerick Roads Policing Unit, stressed the importance of engaging with Ireland’s young road users.
“This year the Road Safety Reimagined Initiative engaged with over 1,000 students across five Irish Universities. This directly equates to 1,000 learner drivers or new drivers on our roads over the coming years,” they said.
“We have an opportunity to change the mindset and the behaviour of these road users through this initiative, which was embedded within their respective business lectures.”
A highlight of Road Safety Reimagined, now in its third year, is the presentation of the Oisin Crotty Road Safety Inspiration Award.
This year’s award was jointly presented to Keith Mullane, assistant chief ambulance officer for the Mid West National Ambulance Service and John Lyons, station officer at Rathkeale Fire and Rescue Station, in recognition of their outstanding contribution to road safety education.
With almost 50 years of combined experience, Keith and John have been heavily involved in the Lifesaver Project – an initiative highlighting the reality of road safety, particularly targeted at students and young people.
