The evidence of the NRA research, combined with the results of Garda enforcement and international experience, gave a clear template to the National Safety Council to pursue focused promotional and educational road safety campaigns throughout the period covered by the strategy. Senators will be familiar with the direct and disturbing media campaigns launched by the council over the past number of years. The council realised that there needed to be an element of shock in these campaigns and the graphic nature of the depiction of the consequences of speeding, non-wearing of seat belts and drink driving are aimed at showcasing the real and appalling results of such behaviour. These campaigns have been jointly promoted with the Department of the Environment in Northern Ireland to give them an all-Ireland perspective.