Kimmins launches new advertising campaign to tackle drug driving

Infrastructure Minister Liz Kimmins has launched a powerful new advertising campaign aimed at tackling the growing threat of drug driving on our roads.

It comes as initial results from a 12-month roadside DrugWipes pilot show that around half of people tested by police were positive for cannabis and/or cocaine.

The new anti-drug driving campaign aims to raise awareness of what the consequences are if someone under the influence of drugs gets behind the wheel.

Speaking at the launch, the Minister said: 

“Driving under the influence of drugs is reckless, dangerous, and completely unacceptable. The campaign challenges behaviours of drug drivers and directly tackles popular beliefs by showcasing consequences of drug driving.

“We must break the mindset for those who think it is ok to take drugs and drive, and this campaign sends a strong message, ‘There is no place for drugs behind the wheel’.

“Road safety is a priority for me and I want to do all I can to ensure everyone who uses our roads, does so safely. Drug driving is a growing issue and this campaign will run across TV, radio, digital platforms, and outdoor media, with a focus on raising awareness among younger drivers and those most at risk.

“My department has also type-approved drug wipes, which makes it possible for the PSNI to use drug wipes to detect the presence of drugs at the roadside. Roadside drug testing is a powerful enforcement tool but of course we don’t want it to be necessary, which is why this campaign is so important.

“I would encourage everyone to share this and other road safety messaging to help protect lives on our roads. Too many lives are being lost and too many families are having their worlds shattered and we must all do everything we can to ensure no one receives that awful news.”

This latest road safety campaign complements recent work undertaken by the Department to improve road safety behaviour.