A new road safety campaign, 'Be Bold. Be Seen', encouraging pedestrians, cyclists, and other vulnerable road users to wear bold, bright, or high-visibility clothing as the darker winter months approach has been launched by Minister for Infrastructure, Liz Kimmins.

The Minister emphasised that far too many lives are lost and families shattered on the roads, noting that evidence consistently shows that people who walk, cycle, or ride a horse are among the most vulnerable groups. Tragically, more than one in five people killed on Northern Ireland roads over the past decade were pedestrians.

"Road safety is a priority for me as Infrastructure Minister as we work hard within the Department to reduce the number of road deaths and serious injuries on our roads," Minister Kimmins stated.

The campaign features three striking visuals that will be displayed on the rear of buses, posters, and social media platforms, each delivering a hard-hitting message:

• 'You wouldn’t be seen dead in this': This slogan plays on the double meaning of being seen—both in terms of fashion and survival—to stress that being invisible on the road is a risk not worth taking. • 'Take a fashion risk not a safety risk': This creative approach links fashion choices with personal safety, designed to quickly capture attention.

• 'If he could he would': Accompanied by an emotive image, the message is that unlike wildlife, people have control over their visibility, and choosing to wear high-vis clothing can be the difference between being seen and not.

"This campaign uses simple but powerful images to remind us all that visibility is a choice," Minister Kimmins added. "We hope it encourages people to think twice before heading out without high-vis gear, especially during darker months. 'Be Bold Be Seen' is a particularly important message for those who might be most vulnerable on our roads."

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

Current campaigns include safety around school buses for children www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses, and a TV campaign which urges pedestrians and drivers to recognise the shared risk of using using the roads: www.sharetheroadtozero.com/PedestrianSafety