The launch comes during a sober start to the year, with the Minister noting that 15 people have already lost their lives on the roads by early March 2026. The new advertisements, titled ‘Priority List’ and ‘Control or Speed’, aim to provoke a societal shift in how motorists approach their responsibilities behind the wheel.
Speaking at the launch, Minister Kimmins said: “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.
“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.”
The ‘Priority List’ campaign focuses on the everyday decisions that can lead to collisions, such as driving too closely to other vehicles, inattention, and brief distractions.
Regarding this initiative, the Minister added: “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 campaign, ‘Control or Speed’, targets excessive speed, particularly on rural roads. It challenges the misconception that drivers remain in control while speeding, highlighting that increased speed inevitably reduces reaction times and extends stopping distances.
“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 Minister stated.
The campaigns will be rolled out across television, radio, outdoor media, and digital platforms, with a specific emphasis on reaching younger drivers.
In addition to these awareness efforts, the Department for Infrastructure is currently reviewing speed-related policies, including limits on dual carriageways and rural roads, HGV restrictions, and the implementation of 20mph zones. Minister Kimmins encouraged the public to participate in the open consultation to share their views on these matters.
These latest road safety campaigns complement recent work undertaken by the Department for Infrastructure to improve road safety behaviour. Current campaigns include safety around school buses for children www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses, Be Bold. Be Seen www.sharetheroadtozero.com/be-bold-be-seen and our most recent TV campaign which highlights the dangers of drug driving sharetheroadtozero.com/TVWebPages/never-ever-drive-on-drugs
You can respond to the consultation on the review of speed limits here: consultations2.nidirect.gov.uk/dfi-1/speed-limit-review-2026