Bressie - eFlow Young Driver Safety Week

Tolling company launches young driver safety initiative for schools

  • Bressie and eFlow launch initiative to promote safe driving among young adults
  • Prize of €5,000 awarded to school that produces best mock driver safety advert
  • Judges include NRA, National Association of Principals and Deputy Principals and eFlow
  • Up to 110,000 motorists use Dublin’s M50 per day
  • 78 motorists a day tailgated another vehicle in 2013

eFlow, Ireland’s leading tolling provider, and Bressie, judge on RTÉs The Voice of Ireland, today [Wednesday] launched the ‘eFlow Young Driver Safety Week’, a national initiative to promote safe driving among young adults in Ireland.

eFlow is encouraging senior cycle students from secondary schools around the country to host an event to encourage safe and responsible driving practices among their peers and community during the eFlow Young Driver Safety Week, beginning 12 May 2014.

As part of the initiative, the company also announced details of a competition whereby students are asked to create a mock TV advert to promote safe driving practices.

The winning team will be awarded a €5,000 cash prize for their school.

All entries will be judged by a panel of judges which includes a representative from eFlow, the National Roads Authority and the National Association of Principals and Deputy Principals (NAPD).

Recent figures from the RSA revealed that there were 190 fatalities on Irish roads in 2013, marking the first increase in year-on-year road deaths since 2005. Of this figure, the greatest number of fatalities were among those aged 16-25.

Announcing details of the eFlow Young Driver Safety Week launched today, Mr Simon McBeth, Director of Communications and Customer Relations at eFlow, operator of Dublin’s M50 motorway, said:

’Over 110,000 Irish motorists use Dublin’s M50 per day and over 660,000 customer accounts are registered with eFlow. All too often we see acts of dangerous driving putting people’s lives at risk. This is further compounded by recent startling figures by Ireland’s Road Safety Authority that 190 people lost their lives on Irish roads in 2013, with 43% of fatalities among young drivers.

‘Our aim is to educate our young adults that the right to drive goes hand in hand with the responsibility to drive safely. We ultimately want to cultivate a nation of safe and responsible drivers on our roads,’ said Mr McBeth.

Speaking at the launch today musician and Voice of Ireland judge Bressie said:

‘We all know someone who has been involved in a car accident or who has been impacted by dangerous driving on Irish roads. Anything we can do to highlight the risks of bad driving and stop this can only be a good thing. Our roads would be safer for everyone if all motorists were more aware of the risks and changed their bad habits. I hope other drivers support eFlow’s creative and engaging idea to promote better driving,’ he said.

Commenting, Mr Clive Byrne, Director of the National Association of Principals and Deputy Principals said:

‘As educators, we have a responsibility to give students life skills which includes teaching the importance of road safety. As the representative body for school principals and deputy principals in Ireland, we’re delighted to support this important initiative for students,’ Mr Byrne said.

According to recent figures from eFlow, 78 motorists a day tailgated* another vehicle in a bid to avoid the €3.10 charge on Dublin’s M50 motorway in 2013.

This figure represents a 67% reduction in tailgating offenses since a high in 2010 when eFlow introduced rear facing cameras to tackle the problem.

‘Dangerous and unsafe driving habits can cause accidents and we want to highlight this. We’ve designed this initiative and competition to appeal to young people and to get then thinking safe driving. We look forward to seeing the creativity of students in promoting this message through their video entries,’ Mr McBeth concluded.

Each entry will be judged on the delivery of its driver safety message; its creativity; and its overall quality.

A shortlist of finalists will be announced in early September. The competition is open to Transition-, Fifth- and Sixth-Year students in the Republic of Ireland.

eFlow is a member of the European Road Safety Charter. Led by the European Commission, the European Road Safety Charter aims to encourage and support European associations, schools, universities, companies, and local authorities to take actions for road safety in Europe.

Visit for further details and to download an application form.

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