Press Release – 20 August 2024
Irish Cycling Campaign Condemns RSA’s “Lose Your Licence, Lose Your Independence” Campaign for Insensitive Messaging and Misguided Focus
The Irish Cycling Campaign today voiced its deep concerns over the Road Safety Authority of Ireland’s (RSA) recent “Lose Your Licence, Lose Your Independence” campaign. The campaign, which aims to highlight the consequences of dangerous driving, has been criticised for its inadequate educational content, ableist language, and its trivialization of the very serious risks posed by young, reckless drivers.
The “Lose Your Licence, Lose Your Independence” campaign is part of a troubling pattern of ineffective and misguided road safety initiatives by the RSA in recent years. This latest campaign, like several before it, fails to adequately educate the public, instead focusing on the personal inconvenience of losing a licence rather than addressing the root causes of dangerous driving and its impact on all road users.
“This campaign is emblematic of the RSA’s persistent failure to create effective road safety education,” said Neasa Bheilbigh, Chairperson of the Irish Cycling Campaign. “For too long, many of the campaigns the RSA has produced either miss the mark or are outright insensitive, and this latest effort is no different. It trivialises the serious behaviours that lead to licence disqualification and reinforces harmful stereotypes about independence.”
The Irish Cycling Campaign also criticised the RSA’s use of ableist language, which suggests that individuals who do not have a driving licence are less independent or capable, a perspective that is out of touch with the realities of many people who do not drive, whether by choice, necessity or disability. This messaging is not only insensitive but also distracts from the more pressing issue of ensuring the safety of all road users. The Irish Cycling Campaign fully supports the criticism of this ad campaign from Irish disability groups and advocates.
“Following the recent review we are on the cusp of significant reform within the RSA, and this is a moment for real change,” ICC Chairperson Neasa Bheilbigh continued. “The RSA must undergo a complete refresh of its leadership and communications strategy to ensure that future campaigns are not only effective but also inclusive and respectful of all members of society. We need road safety campaigns that focus on education, accountability, road danger reduction, and the protection of vulnerable road users, not ones that centre on the inconvenience to dangerous drivers.”
The Irish Cycling Campaign calls for the imminent reform of the RSA to include a comprehensive review and overhaul of its approach to public communications. As the RSA prepares for a renewed mandate, there is an urgent need for fresh leadership that prioritises the health, safety and well-being of all road users, particularly those most at risk, such as cyclists and pedestrians.
“This is a pivotal moment for the RSA and road safety in Ireland,” concluded ICC Chair Neasa Bheilbigh. “With the right leadership and a renewed commitment to effective, inclusive communication, informed by the professional expertise currently lacking, the RSA has the potential to transform into a body that truly champions road safety for everyone.”
The Irish Cycling Campaign advocates for better cycling conditions and infrastructure across the island of Ireland, representing thousands of members and over 30 local advocacy groups. We are a registered charity (RCN 20102029). The Irish Cycling Campaign is the Irish member of the European Cyclists’ Federation (ECF).