2005 was a terrible year on the nation’s roads with 399 people killed and thousands more injured. Sligo’s figures were one of our worst ever with eleven people killed on our roads.
In the ten years between 1996 and 2005 over 4,000 people have been killed on the nation’s roads with 76 of these deaths taking place in County Sligo.
The primary factors involved in the vast majority of road traffic accidents include drink-driving, excessive speeds, nonwearing of seat belts and dangerous driving. In light of last year’s results Sligo Co. Council’s new Road Safety Officer, Val Baynes, has undertaken several promotional initiatives to increase road safety awareness among a number of target audiences in the county. They include:
This campaign was recently launched to coincide with the National schools reopening for the new school year. Information leaflets provide a guide to parents to getting children to school safely. About 1,000 leaflets were sent to rural post offices to be distributed with children’s allowance payments to parents in September. Another 1,000 leaflets were sent to the principals of large national schools in Sligo town for distribution to school children.
There are approximately 4,000 full-time students in the age group 18 to 23 attending Sligo IT. Groups of around 300 FÁS apprentices attend training for 10 week periods during the year also. This body of young adults represents an important target audience for any road safety campaign. In conjunction with the college authorities and the Students’ Union a leaflet drop and poster campaign was run in early April prior to the Easter break. This was quite successful with good feedback. This followed on from an earlier leaflet drop in mid-February. It is planned to run similar campaigns this Autumn at the start of the new academic year.
The local radio station ‘Ocean FM’ is broadcast throughout the county and has audiences targeting all age-groups. Advertising campaigns have been run on ‘Ocean FM’ for Bank Holiday weekends.
In conjunction with the Council’s Communications Office an intensive ‘Roads Update’ service was delivered during the severe weather conditions at the start of March 2006. General road safety advice was contained in the reports as well as informing the public of the efforts of our road-crews in maintaining our road network. This service received good airtime on local and national airwaves as well as ‘AA Roadwatch’.
A large proportion of children involved in car accidents are injured as a direct result of not being properly restrained while travelling in vehicles. Leaflets, posters, booklets and DVDs were circulated to the retailers in Sligo town who specialise in child car seats. This information campaign at the point of sale provides good advice for parents purchasing the child car seats and also supplements the knowledge of the retailers’ sales staff. The Maternity Section of Sligo Regional Hospital provide mothers of new-born children with similar information via their Health Promotion Office.
Posters and booklets have been displayed in supermarkets, hair dressers, pharmacies, health centres, fast-food takeaways, credit unions and libraries throughout the county.
Large organisations with several hundred employees represent a great opportunity to target drivers of all ages. Abbott Ireland employ several hundred workers in their three plants in Ballytivnan, Finisklin and Manorhamilton Road, Sligo. Posters, leaflets and booklets were sent to the respective Health & Safety Officers who placed them in work canteens and changing rooms. Sligo’s Local Authorities also employ several hundred people and promotional posters are displayed in work canteens. Occasional leaflet drops take place also.
A new Road Safety Strategy for the county is being prepared by an inter-agency group involving Sligo County Council, the Garda Siochana and the Health Service Executive. In conjunction with this, there will be continuing promotion of road safety awareness within the county through poster campaigns, workplace promotions and local radio advertisements. All road users are asked to be continually vigilant especially now that all the schools have reopened after the summer holidays. The following general advice should be noted:
Val Baynes, Road Safety Officer, is based at Tubbercurry One-Shop-Shop and is contactable on 071-91-11708.