Be Bold. Be Seen: New road safety campaign urges visibility as darker nights arrive

As the clocks prepare to go back and daylight hours shorten, the Department for Infrastructure (DfI) has launched a new road safety campaign urging everyone to make themselves more visible on Northern Ireland’s roads.

The ‘Be Bold. Be Seen’ initiative was unveiled by Infrastructure Minister Liz Kimmins, who highlighted the dangers faced by pedestrians, cyclists, and other vulnerable road users during the darker winter months.

The campaign encourages people to wear bright, bold, or high-visibility clothing to help reduce the number of serious incidents on local roads.

Minister Kimmins said:

“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.

“This campaign uses simple but powerful images to remind us all that visibility is a choice.

“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 as the nights get darker including pedestrians and cyclists.”

Stark Statistics Highlight Urgent Need for Awareness

The campaign comes in response to alarming figures showing that more than one in five people killed on Northern Ireland’s roads over the past decade were pedestrians. On average, 10 motorcyclists lose their lives each year.

With visibility playing a crucial role in preventing collisions, the Department’s message is clear — taking simple steps like wearing reflective or high-visibility gear can save lives.

Creative campaign messages aim to capture attention

The ‘Be Bold. Be Seen’ campaign features three striking visuals set to appear on bus rears, posters, and across social media, each designed to make road users stop and think:

1. “You wouldn’t be seen dead in this” – a hard-hitting slogan playing on fashion and survival, reminding people that being invisible on the road can have deadly consequences.

   
   

2. “Take a fashion risk, not a safety risk” – linking personal style to road safety in a memorable and impactful way.

   
   

3. “If he could, he would” – an emotive message comparing human choice to animals on the road, emphasising that while wildlife cannot choose to be visible, people can.

These creative visuals aim to encourage behavioural change and promote conversations about road safety during the autumn and winter months.

Building on Existing Safety Initiatives

The campaign complements ongoing efforts by the DfI to reduce deaths and serious injuries through public education and awareness. Current projects include:

• School bus safety – reminding drivers to think carefully when passing buses: www.sharetheroadtozero.com/DriversThinkSafetyWhenPassingBuses

• Pedestrian and driver awareness TV campaign – highlighting the shared responsibility of all road users: www.sharetheroadtozero.com/PedestrianSafety

As winter approaches, the message from the Department is simple — “Be Bold. Be Seen” — because making yourself visible could make all the difference.