UL-led student road safety initiative highlights ‘deadly consequences’ of distracted driving

A road safety initiative led by University of Limerick and An Garda Síochána has seen third-level students highlight the deadly consequences of distracted driving.

More than 1,000 students across Ireland engaged in a potentially lifesaving project as part of the Road Safety Reimagined initiative, highlighting the lifelong and potentially devastating impact of a moment’s distraction behind the wheel.

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.

With engaging submissions exploring the impact of everything from applying makeup behind the wheel to being distracted by passengers, it was a concept developed around the dangers of using a mobile phone while driving that claimed the overall winning prize.

Bearing the striking tagline ‘Worst passenger? Your phone’, the winning concept highlights the dangers of using a phone while driving, taking a driver’s eyes, hands and focus away from the road.

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, Cian O Mahony – said: “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.”

“By merging these ideas, our campaign highlights the deadly consequences of distracted driving and urges drivers to make safer choices behind the wheel.”

Garda Commissioner Drew Harris presented awards for the top entries from each participating university as well as the winners of the overall prize and special categories.

Also in attendance on the day were Minister for State at the Department of Justice Niall Collins, Assistant Commissioner Paula Hilman and Acting UL President Professor Shane Kilcommins.

Speaking at the event, Commissioner Drew Harris said: “Road Safety Reimagined provides a great opportunity for so many students to engage with such an important topic, and one which is so relevant to you all gathered here in this room. 

“It opens up conversations around road safety and helps us to reach those who often struggle to connect with this key message.

“Too often we see tragedy on the roads, and so, anything we can do to prevent this from happening An Garda Síochána is glad to support. 

“Engaging these talented young people in devising a marketing campaign around road safety which is aimed at their peers was a novel idea, and to see this initiative go from strength to strength is a credit to all those involved. 

“This work provides us with such valuable insights and showcases the great many creative and innovative ways we can connect with those most at risk on our roads.”

Acting UL President Professor Shane Kilcommins said: “This is the third year of the Road Safety Reimagined initiative and in that time, it has enjoyed great success and to see how it has expanded has been remarkable.

“This is engaged learning at its best and I hope you, the students, see the value of what you have achieved and its potential as well. This is a public good, working in the national interest and you can see that through the work that the students are engaged in and everybody around the project, but you can also see it in the knowledge exchange. It is wonderful that we have that – all of you are helping to make impact on road safety and creating a safer future.”

Dr Christina O’Connor, Associate Professor in 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. 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. It has been a fantastic challenge for all involved, and the impact of this work is lifesaving.”

A highlight of Road Safety Reimagined, now in its third year, is the presentation of the Oisin Crotty Road Safety Inspiration Award, sponsored by ESB. 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 with the ambulance service and fire and rescue service respectively, Keith and John have been heavily involved in the Lifesaver Project – an initiative which aims to highlight the reality of road safety, particularly targeted at students and young people.

Road Safety Reimagined 2025 winners

University of Galway

Centred around the tagline “SHOULD’VE stayed focused, WOULD’VE stayed safe, COULD’VE been avoided”, the winning entry from University of Galway encourages passengers to be a co-pilot and act responsibly to avoid distractions while travelling with a driver.

Maynooth University 

Bearing the tagline “Dying to pick up the phone?”, the winning entry from Maynooth University also focused on how mobile phones are a major cause of distracted driving among young drivers.

University College Cork

The winning entry from University College Cork, featuring the tagline “Now playing … no more!” highlights how a split-second can change your life; whether looking down to change a song, or engaging with a social media app.

South East Technological University

The winning entry from SETU warns road users to “Look ahead or leave it behind” with a campaign focused on the lasting and devastating effects of what is left behind by those who are killed by distracted driving.

University of Limerick

The winning entry from University of Limerick features the tagline “Don’t let a moment on your phone become their moment of silence”, part of a campaign focused on the lasting impact of distracted driving as felt by those left behind.

Visually Impactful Award

Students from SETU also picked up the Visually Impactful Award for their entry centred upon the impact of angry driving.

Outside the Box Award

The Outside the Box Award went to students from UL, in recognition of their campaign focused on a driver’s power to change an outcome, using the example of makeup application as a driving distraction.