ADVERTISING CAMPAIGNS focusing on the horrific effects of road crashes have little effect on how young drivers behave, according to new research.
However, it found that campaigns featuring gardaí stopping drivers and enforcing traffic legislation had more impact.
According to the author of the findings, Colm Conyngham, who recently completed the research at Stirling University in Scotland, this is because “a young motorist believes he or she is much more likely to be stopped by a garda than to kill themselves on the road”.
Mr Conyngham, who works as marketing manager with Bridgestone Tyres, said he concluded it was publicity around the fear of being sanctioned that was more likely to change how young people drive.
He came to the conclusion after reviewing extensive international research and considering whether the mass media can change a young motorist’s behaviour.
He claimed the “answer was no”.
“People instead believe that it is much more likely they will get penalty points or go to jail than get killed.”
He was speaking at the first road safety day to be organised by a joint policing committee in Ireland – it was specifically aimed at “boy racers”.
It was held in Drogheda on Saturday, and had simulators that recreated the effect of doing a 360 degree roll in a car, speeding on a motorbike, driving a rally car and how dangerous it is to get too close to a heavy goods vehicle.
The Road Safety Authority had volunteers answering questions, and its regional supervisor, Kevin Condron, warned that many of the cars which have been modified by “boy racers” will fail the National Car Test as a result of changes to their suspension, lights, exhaust and windows.
He said if the thousands of euro spent on these modifications were instead spent on racing on a proper race track and not on the Republic’s roads, it could mean fewer young road deaths.
“Thirty-eight per cent of those killed on our roads last year were under 25 years of age. We want young people to be aware of their speed, and our message is if you must speed take it on to a race track.”
This was reiterated by Garda Supt Gerry Smith of Drogheda, who said “young people can get their thrills without the risk of losing their lives”.
“We called today Track Your Speed, and we want drivers of modified cars to know there is an alternative to using the public roads for them.”