The NI Government has committed £220k in funding to re-enforce critical road safety messages, following a recent spike in road deaths.
The focus of the funding is for messages on general driver behaviour and motorcyclist safety.
Liz Kimmins, NI’s infrastructure minister, said: “Road safety continues to be a key priority for me, and I remain firmly committed to ensuring that all road users can travel safely and with confidence.
“Every road death is a tragedy and more than a statistic, it shatters families and causes devastating grief.
“Therefore, given the recent spikes in road deaths, I have committed funding in 2026-27 to re-launch three campaigns this month. Beginning 7 May, Priorities, Bike Speed and Bike Aware address general driver behaviour and motorcyclist safety as an initial priority.
Last year, the minister reinstated the road safety advertising budget, approving an allocation of almost £2 million to road safety promotion for the 2025-26 financial year.
In addition, the Northern Ireland Road Safety Partnership (NIRSP) has allocated £500,000 in sponsorship, bringing the total budget to almost £2.5 million.
Minister Kimmins added: “This budget funded the development of a suite of campaigns to address the main causations of road traffic collisions, including, hard hitting ads addressing speeding, driver behaviour, drug driving and safety around school buses.”
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