Infrastructure Minister Liz Kimmins has launched two hard-hitting road safety campaigns aimed at tackling the rising death toll on Northern Ireland’s roads, as new figures reveal 15 people have lost their lives in collisions since the start of 2026. The television advertisements, titled “Priority List” and “Control or Speed”, target driver inattention and excessive speed respectively, and form part of a renewed government effort to reverse a worrying spike in fatalities.
The campaigns come amid growing concern over road safety statistics. By 23 February 2026, the number of deaths had already reached 15—four more than just a week prior—prompting urgent calls for behavioural change among motorists.
Campaigns Confront Driver Inattention and Excessive Speed
The first campaign, “Priority List”, confronts the everyday decisions that lead to tragedy. Minister Kimmins explained:
“The first campaign, ‘Priority List’ challenges the everyday choices drivers make that lead to collisions – inattention, driving too close, and momentary distractions. These may seem minor in the moment, but they can have devastating, life‑changing consequences. The campaign highlights how a split‑second decision to take a risk can end in tragedy, a scenario many of us will sadly recognise.”
The second advertisement, “Control or Speed”, addresses the persistent problem of excessive speed, particularly on rural roads where two-thirds of fatal collisions occur. Minister Kimmins stated:
“The second, addresses excessive speed, which remains a major factor in deaths and serious injuries, particularly on rural roads where you are likely to encounter more difficulties. Despite the risks, many drivers believe they are in control when speeding. However, evidence shows that speed reduces reaction time, increases stopping distances, and leads to more severe outcomes. The message of this campaign, entitled ‘Control or Speed’, is simple: you can have control, or you can have speed – but you cannot have both.”
The campaigns will run across television, radio, digital platforms and outdoor advertising, with specific targeting of younger drivers—a demographic disproportionately represented in collision statistics. Data from 2019 to 2023 shows that 41% of those killed or seriously injured due to speeding were aged 16 to 24.
15 Deaths in Nine Weeks: The Urgency Behind the Campaigns
The launch follows a grim start to the year. Minister Kimmins highlighted the human cost behind the statistics:
“Too many people are dying on our roads, something that has been brought into sharp focus within recent weeks. We are only just into the third month of 2026 and, tragically, 15 people have lost their lives.”
“We must all do everything we can to ensure no more families are plunged into the unimaginable and life changing grief that road deaths bring to their door.”
The 2026 fatality rate represents a significant increase compared to the same period in 2025, when 10 deaths had been recorded by mid-February. Last year, 57 people died on Northern Ireland’s roads—a decrease from 69 in 2024, but still far above the Vision Zero target.
The Minister emphasised that responsibility lies with all road users:
“As Minister, I want to do all I can to ensure everyone who uses our roads, does so safely. To help drive real behavioural change on our roads we need a societal conversation about how we all behave when we are travelling and, today I am launching two new powerful and hard-hitting advertisements to help stimulate that conversation.”
Nearly £2 Million Investment in Road Safety Advertising
The campaigns represent a significant financial commitment. In August 2025, Minister Kimmins confirmed she would increase the road safety advertising budget by more than £1.5 million, bringing the total allocation for 2025/26 to £1,946,000. This funding has reinstated a comprehensive advertising programme that includes:
- The new “Priority List” and “Control or Speed” campaigns
- Previous drug-driving awareness advertisements launched in November 2025
- “Be Bold. Be Seen” cyclist and pedestrian safety messaging
- School bus safety initiatives
- The Share the Road to Zero community pledge programme, which has attracted over 25,000 participants
Speed Limit Review Consultation Underway
Alongside the advertising blitz, structural changes to speed limits are under consideration. The Department for Infrastructure is currently conducting a 14-week public consultation on speed limits, which closes on 22 April 2026. The review examines:
- The wider use of 20mph zones (with 40 additional schools receiving part-time limits this academic year)
- National speed limits on single carriageway rural roads
- Speed limits on dual carriageways
- Heavy Goods Vehicle (HGV) speed limits
Minister Kimmins urged the public to participate:
“Alongside this work, my Department is reviewing several speed‑related matters, including national speed limits on rural roads and dual carriageways, HGV limits, and the wider use of 20mph zones. A public consultation is now open, and I encourage you to take part and make your views heard.”
The consultation follows data showing that 70% of speeding-related killed or seriously injured casualties occur on rural roads, and that three-quarters of vehicles exceed speed limits on built-up roads during free-running conditions.
Questions for Policymakers and Road Users
While the campaigns and consultation represent proactive steps, several questions remain about their potential impact:
- Will advertising campaigns alone prove sufficient without increased physical enforcement presence on rural roads, where the majority of speeding deaths occur?
- Given that young drivers account for 41% of speeding casualties, should the Department consider mandatory graduated licensing schemes or post-test training requirements alongside these awareness programmes?
- With the consultation closing in April 2026, what timeline can communities expect for implementation of any speed limit changes, and will interim safety measures be introduced given the current high fatality rate?
- How will the Department measure the specific effectiveness of the “Priority List” and “Control or Speed” campaigns in reducing collisions?
- Does the current £1.9 million advertising budget represent adequate investment compared to the economic and social cost of road deaths, which totalled 297 killed or seriously injured in speed-related collisions between 2019 and 2023 alone?
The new advertisements are available to view on the Share the Road to Zero website. Road traffic collision statistics are published regularly by the Police Service of Northern Ireland.