‘Worst Passenger? Your Phone’ wins top prize in Road Safety Reimagined, a student-led initiative targeting distracted driving.
A student-led road safety campaign warning against distracted driving was unveiled at the University of Limerick this morning, with Garda Commissioner Drew Harris presenting awards to the winning participants.
The initiative, Road Safety Reimagined, coordinated by An Garda Síochána and the University of Limerick, brought together over 1,000 students from five universities to creatively tackle the issue of road safety. Now in its third year, the programme challenged students to reimagine road safety through impactful marketing campaigns designed to change driver behaviour.
The winning campaign, developed by a team of UL students, delivered a powerful message around mobile phone use while driving. Titled ‘Worst Passenger? Your Phone’, the campaign drew attention to how phones can dangerously steal a driver’s focus, physically, visually, and cognitively.
“Many drivers believe they can multitask,” the team said. “But divided attention slows reaction time and increases risk, endangering not only themselves but also passengers, pedestrians, and other road users.”
The campaign beat out submissions that ranged from the hazards of applying makeup behind the wheel to the dangers of being distracted by passengers.
Speaking at the awards ceremony, Garda Commissioner Drew Harris praised the students for their creativity and commitment:
“Too often we see tragedy on the roads. Anything we can do to prevent this from happening, An Garda Síochána is glad to support. This initiative gives us real insight into how to connect with those most at risk, and the quality of ideas these students produced is a credit to all involved.”
Also in attendance were Minister of State at the Department of Justice Niall Collins, Assistant Commissioner Paula Hillman, and Acting UL President Professor Shane Kilcommins.
Professor Kilcommins noted the importance of collaborative learning:
“This is engaged learning at its best. It’s a public good, working in the national interest and every student involved has helped make a real impact on road safety.”
Dr Christina O’Connor, Associate Professor in Marketing at UL, coordinated the project with Sergeant Tony Miniter of the Limerick Roads Policing Unit.
“With over 1,000 students taking part, we had a chance to shift mindsets and make a difference among young drivers,” Dr O’Connor said. “This initiative was built into their business lectures, so it became part of their academic journey too.”
A highlight of the day was the presentation of the Oisín Crotty Road Safety Inspiration Award, sponsored by ESB. This year’s award went to Keith Mullane of the National Ambulance Service and John Lyons of Rathkeale Fire and Rescue, recognising their long-standing dedication to road safety education.
As road deaths among young drivers continue to raise concern, projects like Road Safety Reimagined are being celebrated as vital, innovative steps toward a safer future.