The Road Safety Authority has launched a new television advertising campaign aimed at reducing deaths on the roads.
The campaign will see family members of people killed and people seriously injured in crashes speaking about the impact on their lives.
At the launch, the chairperson of the RSA, Gay Byrne, broke down as he addressed the families and members of the media.
This campaign is different than those that have gone as it features the real-life stories of four people, three of them dead.
It features 17-year-old Emma Hastings from Summerhill in Co Meath, 22-year-old Errin Cawley, who died following a crash on Dublin's M50, and 27 year old Fran Mitchell, who died in 2005 five minutes from his home in Greystones after he fell asleep behind the wheel.
Micilin Feeney from Lettermullen in Co Galway is lucky enough to be alive to tell his story of how he received serious brain injuries after he crashed his car after drink driving on Hallowe'en night in 2004.
In the advert he says, 'it's ironic drink driving did this to me and now I look drunk all the time'.
Afterwards Gay Byrne said he hoped that people would get the message to slow down.
He said their families had been extremely brave to tell their story and he said he hoped it would have some impact on people using Irish roads in the coming months.
The 50-second advertisements will be aired for the first time tonight on RTÉ television.
