Northern Ireland has unveiled a hard-hitting road safety initiative coinciding with Road Safety Week in a desperate bid to prevent road fatalities.
The campaign arrives after reports found that the region grappled with 44 fatalities on its roads this year, with thousands of incidents occurring the year prior.
Infrastructure Minister Liz Kimmins announced the video series today, which presents crash scenes through the eyes of paramedics, firefighters and police officers confronting the aftermath of serious accidents.
The Department for Infrastructure commissioned the films to coincide with the national road safety awareness campaign running from November 16 to 22.
The initiative follows alarming statistics revealing that 1,008 individuals suffered fatal or serious injuries in road collisions during the previous year, prompting urgent calls for behavioural change among road users.
Minister Kimmins paid tribute to emergency workers who face traumatic scenes, stating: “Road traffic collisions deeply impact lives, not just of those involved, but their families and friends too. This includes those who are first on the scene and deal with the immediate aftermath – the paramedics, firefighters and police.”
The films aim to reveal the harsh reality confronting first responders after serious crashes. According to the minister, statistics indicate that more than 95 per cent of collisions result from dangerous conduct, carelessness or law-breaking
“Nobody wants to be involved in a crash, and nobody wants to be responsible for it either,” she said. “Tragically, so far this year, 44 families have received the devastating news that their loved one is not coming home.”
The Department found that 1,008 individuals suffered fatal or serious injuries last year
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Police Service of Northern Ireland Superintendent Jonathan Wilson emphasised the widespread trauma inflicted by road collisions.
“Anyone who has been impacted by a fatal or serious road traffic collision will know of the trauma involved,” he said. “So many people are impacted, including those left injured, the loved ones left to grieve, to emergency services colleagues responding and dealing with the consequences.”
He stressed that lives transform instantly and urged adherence to the “Fatal Five” safety principles: avoiding alcohol or drugs while driving, reducing speed, exercising caution, wearing seatbelts and refraining from mobile phone use behind the wheel.
“Road Safety Week nationally is about ‘safe vehicles, save lives’ and our appeal is for everyone who drives, to do so safely,” Mr Wilson added. “Sadly, too many people have experienced how there are no second chances when it comes to road safety.”
Northern Ireland Ambulance Service crews respond to more than a dozen road incidents daily, according to Chief Paramedic Officer Neil Sinclair, who serves as Interim Director of Operations.
He revealed that emergency teams provide both medical and emotional support to patients whose lives have been suddenly upended.
“The impact of this trauma is also felt by the men and women of the Northern Ireland Ambulance Service who are often members of the communities in which these incidents happen.”
Mr Sinclair said: “Our staff feel the hurt and the pain that is visited upon their friends and neighbours.”
Drivers face a £200 fine and six penalty points if they use their phone at the wheel
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GETTYAssistant Chief Fire & Rescue Officer Marcus Wright disclosed that firefighters responded to 744 road collisions in 2024, extracting 139 individuals trapped in vehicles.
“Every crash impacts not just the people involved, but their families, friends and our entire community, including our Firefighters,” Mr Wright stated.
Minister Kimmins explained that while her department collaborates with road safety partners on education, infrastructure improvements and law enforcement, individuals must accept responsibility for their conduct on roads.
“So please slow down, pay attention, never drink alcohol or take drugs if driving, leave the mobile phone alone, take extra care around our schools and act responsibly on every journey,” she urged.