'Powerful' road safety adverts launched in Northern Ireland

Date: 11/10/2010

The psychology of song is being used to convey the importance of road safety as part of a new campaign in Northern Ireland, it has emerged.

According to reports by the BBC, hard-hitting television adverts will be aired in the run-up to Christmas, featuring a montage of images from the country's "most iconic" safety messages broadcast over the past 15 years.

The clips will be backed by Avrutin's song I Can't Take My Eyes (Off You), which it is hoped will trigger a recollection of the powerful pictures in the listener's head.

Commenting on the campaign, Environment Minister Edwin Poots said: "Over the years, the ads may change but the messages stay the same: pay attention, expect the unexpected, slow down, always wear your seatbelt, never ever drink and drive."

This follows the launch of a road safety project by Transport for London, which aims to improve motorists' awareness of motorcyclists that share the road.

Posted by Sarah Bailey