Local authorities target overcrowding issue ,Galway, Donegal, Sligo and Mayo County Councils are using an innovative campaign to raise awareness of the dangers of overcrowding in cars and drink and drug driving.
'What R U Getting in 2 ?' will be launched over the June bank holiday weekend to tackle the problem through events including gigs and club nights, at the end of which a road safety message will be announced, designed to promote the message in a subtle way.
Road safety officers running the campaign said: 'It would be unbeneficial to do a poster campaign - this young, media savvy audience won't pay attention to a corporate "I tell you" message from the councils.'
The local authorities will target regional media, encouraging journalists to raise the debate. 'Why, when young people are image conscious in every other way, don't they mind losing their cool on drink and drugs?' the asked.
Like many Counties, the west and north west has had a number of adult in car fatalities, where over crowding and drink and drugs have been an issue.
Fatalities are most pronounced for people aged 16-29 between 9pm and 6am, especially at weekends. It is believed to be linked to a rise in night-time activity and poor public transport, as young people travel from rural to urban areas.
Drivers frequently overcrowd their cars, cramming five or six into a car meant to seat four or five. Worse yet, the extra passengers often result in driving more aggressively. The distractions of carrying too many passengers can have serious consequences as well, where unrestraint passengers can be lethal within a vehicle.
Passengers are central to risky driving, especially for young men.
Young male passengers rarely discourage their male peers from engaging in risky driving behaviors and often actively encourage it.
As a driver, many young males say they drive in a risky way to show off to young male passengers, even if the passengers haven't asked them to.
Young male drivers are less likely to engage in risky actions with female passengers because they want to protect them, don't feel as much need to impress them, female passengers are more willing to speak out and because they listen to their girlfriends.
The message is clear coming these local Authorities don't get in a vehicle unless you have a seat and a safety belt ,enjoy the bank holiday weekend.