RedFM's 'Brake the Cycle' Launch.


On Monday evening at the RedFM Headquarters (well, the only quarters we have really!), we launched our new road safety awareness campaign called 'Brake The Cycle'. That's me pictured above with Victor under a graffiti-style piece of art-work related to the campaign.
There was a great turn-out of support which was great to see. Minister Micheal Martin made a speech, while the Lord Mayor and Lady Mayoress also came along, as did a representative from the Broadcasting Commission of Ireland (BCI) and other dignitaries and politicians.
The office space was transformed into well, something other than an office basically... desks dissappeared and were replaced with bar tables covered in crisp white table cloths, while a catering company did the round with tasty nibbles. That's the fun stuff... now for the serious side.... In 2006 36 people died on Cork roads. The average age of those who died is 34. So with the families of those 36 people having their lives shattered by tragedy last year, we are saying let's 'Brake The Cycle' (and yes, 'Brake' is spelled that way on purpose!)
There will be a number of phases to the campaign, starting with three adverts which you may have heard already - they all end with the message 'Drive like an idiot, Die like an idiot', a sad unfortunate truth in a lot of cases.
Because most of those who are dying on are roads are so young we felt that as a youth station, we should be doing something to address the matter. We hope that our target audience will take in the message and change their behaviour. It's not cool or clever to be speeding, racing or drink driving. It's just bloody stupid and highly un-cool.


From the newsroom, Louise and Paul....

I am an honorary sports girl for this pic with Alan Bennett of Cork CityFC! It was great to have a young role-model like Alan attend our launch. Viv and Erica are the real sports girls, however. I will not be challenging them in a sports quiz anytime soon!

Colm from sport with Kevin from news and Eimear from 'Cork Talks Back' in between.

Fiona, our financial controller with Grace, our marketing manager, who worked hard to get the launch ready.

Our patrollers Claire, Debbie and Louise, who are out in traffic more often than any of us!

Richie, Caroline and Dave Mac at the launch.

Doesn't Philip scrub up well???