This spotlight series is dedicated to showcasing the best practices shared by ERSC members. Each month, we highlight a different member’s innovative road safety initiative. By presenting these success stories, we aim to create a collaborative environment where others can recognise, celebrate, and adopt lessons learned and best practices.
Our March spotlight features the Road Safety Authority (RSA) in Ireland for their innovative “Consequences” Virtual Reality (VR) initiative. The initiative aims to reduce drink driving by creating an immersive, first-person experience that makes the dangers and consequences feel real. Using cutting-edge VR technology, it places users in the role of a drink driver, allowing them to experience the devastating impact of their decisions, from crashes and injuries to legal prosecution. By engaging young drivers in a way that is both realistic and emotionally impactful, the initiative seeks to change attitudes and behaviours, ultimately making roads safer for everyone.
Why the “Consequences” initiative has been recognised as Good Practice of the Month
March is typically a time of increased social events, particularly with the celebration of St. Patrick’s Day in Ireland, which often leads to higher alcohol consumption. Unfortunately, this also correlates with a rise in drink driving incidents.
The “Consequences” initiative has been selected for this spotlight because it directly targets drink driving – a serious concern, especially during this period of heightened risk. By addressing the issue through an engaging and impactful VR experience, the initiative not only raises awareness but also prompts behaviour change.
Key inspiration behind the “Consequences” initiative
Despite historical anti-drink driving campaigns successfully reducing offences, data from the RSA showed an alarming increase in drink driving, particularly among young men who had never been directly exposed to past public safety campaigns. Many in this demographic perceived themselves as invincible and immune to serious consequences.
Recognising the need for a fresh and impactful approach, the RSA developed “Consequences” to create a shocking and resonant immersive experience which made the consequences of drink driving feel real.
Project activities
The RSA designed “Consequences” to engage young adults in a technology-driven, immersive road safety experience. Key activities include:
- Immersive storytelling – Using 360° video technology, participants step into the role of a drink driver, experiencing the full impact of their choices, from crashes and injuries to court proceedings and imprisonment.
- Expert collaboration – To ensure authenticity, the RSA worked closely with An Garda Síochána (Irish police), the National Ambulance Service, the Fire Service, and the Irish Courts Service. These organisations provided legal insights, real-life emergency response scenarios, and even facilitated filming in a real courtroom.
- Nationwide roadshow – The VR experience is delivered at schools, colleges, festivals, workplaces, and public events through the RSA’s Interactive Road Safety Education Shuttle.
- Classroom and exhibition integration – To expand reach, the VR experience is also available through Oculus Go headsets and Google Cardboard, allowing students and event attendees to engage with the simulation.
Outcomes of the initiative
Since launching, over 200,000 people have experienced the “Consequences” VR simulation, with measurable impacts on attitudes and behaviour. A survey conducted among participants at 'Gamerfest,' an event drawing around 25,000 young people, revealed the following:
- 80% of motorists who participated in the experience “strongly agreed” that they are less likely to drink and drive as a result.
- 87% of passengers “strongly agreed” that they are less likely to travel with a driver who had consumed alcohol.
- Young adults described the experience as frightening and unforgettable, with one participant, a recovering alcoholic, stating: “I wish I had experienced this before I lost my license.”
For more information
Read more about the “Consequences” initiative here – explore the project's activities and outcomes in further detail.
If you want to develop a similar strategy in your local authority or Member State, contact the project lead, Christine Hegarty at chegarty@rsa.ie. Christine can provide further information or advice on the project, as necessary.
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