Road Safety - the longer term effects of seatbelts' advertising 2001 - 2007

A campaign, 2001 onwards, for seatbelt wearing in Northern Ireland. Statistics (quoted) show that Ireland, both North and South, lagged behind Great Britain in seatbelt wearing and avoidance of preventable road deaths.

The Longer Term Effects of Seatbelts' Advertising 2001–2007

CONTEXT / BACKGROUND

Road fatalities in both Northern Ireland and the Republic of Ireland have historically been higher than their nearest neighbour, Great Britain. In 2000, road deaths per 100,000 population were at 6 in Great Britain (GB) compared to 10 in Northern Ireland (NI) and 11 in the Republic of Ireland (ROI) – see Figure 1.

Figure 1: Road deaths per 100,000 population pre campaign – 2000

The mix of factors behind GB's lower road death toll included a higher proportion of motorways in GB, the prevalence of high-risk rural roads...

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