The Road Safety Authority (RSA) is hitting the festival circuit this summer with a high-profile campaign aimed at keeping road safety front of mind for music lovers across Ireland.
Teaming up with some of the country’s most iconic music events, the RSA is bringing essential safety messaging directly to tens of thousands of attendees, with a strong focus on preventing impaired driving and promoting seat belt use.
The RSA’s festival roadshow kicks off today at Kaleidoscope presented by Glenveagh, at Russborough House in Blessington, Co. Wicklow.
A key feature of the RSA’s presence will be the Flinebox interactive breathalysers, available on-site at each festival. These devices, powered by Drager alcohol sensor technology, allow users to test their blood alcohol levels. In just ten seconds, users will know if they are under or over the legal limit and receive an estimated waiting time if alcohol is still present in their system – giving them the information they need to make the right call about driving.
Sarah O’Connor, Director of Partnerships and External Affairs at the RSA, said: “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’s collaboration extends beyond the festival fields. Partnering with RTÉ 2FM, the RSA is amplifying its message via the airwaves and social media, with presenters encouraging audiences to use the Flineboxes before driving.
The campaign also sees a powerful partnership with District Magazine, which will produce a series of impactful video stories featuring well-known voices from Ireland’s music and creative scenes. These will be shared across Instagram, TikTok, and Facebook, targeting key audiences with real talk on the dangers of drink and drug driving. Festival partners will support amplification by showcasing this content on their own platforms and on-screen at the events.
Shell Holden, Director of Marketing at Kaleidoscope presented by Glenveagh, said: “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. With the help of Seatbelt Sheriff and the Flineboxes, we’re bringing important safety messages to life in a way that’s fun, accessible, and family friendly.”
The RSA’s Seatbelt Sheriff will be in attendance this weekend, encouraging attendees to buckle up when they are travelling home.
RSA’s research shows that between 2020 and 2024, 17% of car users killed and 6% of those seriously injured in collisions were not wearing a seat belt. Results from the RSA’s 2024 seat belt wearing observational study saw a record high rate of usage amongst rear seat passengers at 96%. Seat belt wearing rates amongst front seat vehicle occupants improved when compared to the findings from the 2023 study. However, higher rates of usage have been seen for both drivers and front seat passengers in previous studies.
From interactive breath testing stations to social media storytelling, the RSA’s summer festival campaign is about empowering people with knowledge – so they can party smart, stay safe, and hit the road responsibly.
