Ms Sarah O'Connor:

I will take the Deputy through a number of the engagements that are already planned and where we hope to upweight things. I have mentioned the last matter he discussed first because Mr. Rowland's point about the social acceptance of drink-driving and the diminishment we have seen there of 10% across recent years is a particular point of concern. We have a planned campaign for December this coming year. It is a very hard-hitting campaign. Many members will be familiar with Gillian Treacy, who is a board member of the RSA, and the loss of her lovely little boy, Ciarán, on the roads. It is a very hard-hitting campaign without necessarily being gory or visually disturbing. It is about the loss of Ciarán and what that meant in terms of drink-driving. That is one campaign in which we are very significantly investing this December, and the Department and the Minister are supporting us in that. We all believe that that is of fundamental importance. That is one of the points we would make to people.

There are campaigns that are hard-hitting and in some instances, as Professor Cusack mentioned, about serious injuries. Those are really important. We are looking at reinstating one of our campaigns from a number of years ago. It is the Crushed Lives series, where somebody speaks straight to the camera about their experience of a serious injury, a brain injury or a life-altering injury. That is key. That really lands with people. The tracking research we do on an ongoing basis around the effectiveness of our campaigns shows that campaigns based on serious injury and personal testimony are the most impactful. With that in mind, for example, we undertook an excellent campaign earlier this year with Imogen Cotter, whom Mr. Waide mentioned, an amazing professional cyclist who took evidence of what the result of serious injury was like in her case. It is a really clear call to action, that is, I am a person on a bike, I have a life to live, slow down, and if you do so, we can share the road safely. We ran that ad campaign predominantly on digital channels earlier on. We believe in it to the hilt and we hope and plan with the Department to invest in that piece and to get that out there in the coming weeks and months.

We are also looking at some experiential education pieces. We have an amazing campaign based on taking people through using 3D hardware. Sorry, I cannot remember the name of the thing you put on your head. I think it is called-----