Northern Ireland's Minister for Infrastructure, Minister Kimmins, launched two road safety advertising campaigns named Priority List and Control or Speed on Thursday. The campaigns address speeding and driver behaviours linked to deaths and serious injuries.

Priority List covers inattention, tailgating, and distractions that cause collisions. Control or Speed targets excessive speed, a factor in fatalities on rural roads.

Minister Kimmins stated that 15 people died on Northern Ireland roads in the first three months of 2026. The Department for Infrastructure seeks to change driver behaviour through these ads.

Ads will run on television, radio, digital platforms, and outdoor media. They aim to raise awareness among all drivers, with emphasis on younger drivers.

The Department reviews speed limits on rural roads and dual carriageways, heavy goods vehicle limits, and 20mph zones. A public consultation on these issues is open.