RSA Takes Road Safety Message to Festival Circuit with Interactive Breathalyser Campaign
RSA launches summer festival safety campaign with interactive breathalysers and seatbelt reminders to keep music lovers safe on the roads.
The Road Safety Authority is bringing its safety message directly to music lovers this summer, launching an innovative festival campaign featuring on-site breathalysers and interactive demonstrations to tackle impaired driving and promote seatbelt use.
The campaign launched today at Kaleidoscope festival at Russborough House in Blessington, Co. Wicklow, marking the start of a summer-long initiative that will see the RSA attend multiple music events across Ireland. The centrepiece of their presence will be Flinebox interactive breathalysers, which use Drager alcohol sensor technology to provide users with their blood alcohol level in just ten seconds, along with an estimated waiting time if alcohol is detected.
Sarah O'Connor, Director of Partnerships and External Affairs at the RSA:
"We are thrilled to be part of Kaleidoscope this year and to continue our road safety mission throughout the summer. Through engaging and interactive activations, we're reminding motorists and families that safety doesn't stop at the festival gates. We want everyone to enjoy the music and the atmosphere, but also to make smart choices about how they travel home."
The RSA has partnered with RTÉ 2FM to amplify the campaign through radio and social media, with presenters encouraging audiences to use the Flineboxes before driving. A collaboration with District Magazine will produce video content featuring prominent figures from Ireland's music and creative scenes, targeting audiences across Instagram, TikTok, and Facebook with frank discussions about the dangers of drink and drug driving.
The campaign also features the RSA's Seatbelt Sheriff, who will encourage festival-goers to buckle up when travelling home. This initiative comes as new RSA research reveals concerning statistics: between 2020 and 2024, 17% of car users killed and 6% of those seriously injured in collisions were not wearing seatbelts.
However, the RSA's 2024 seatbelt wearing observational study showed positive trends, with rear seat passenger usage reaching a record high of 96%. Front seat occupant rates also improved compared to 2023, though the RSA notes that even higher rates have been achieved in previous studies.
Shell Holden, Director of Marketing at Kaleidoscope presented by Glenveagh:
"We're excited to celebrate our fifth birthday with international music headliners and homegrown talent across the weekend, but as Ireland's largest summer family festival we have always been about more than just music. That's why we're proud to work with the RSA to help promote safer travel home from our festival."
The festival roadshow represents a fresh approach to road safety education, moving beyond traditional campaigns to meet people where they are during moments of celebration and decision-making.
