CUT SHORT
Brand
RSA FILMS
Entrant Agency
IRS+
Category
Audio & Radio
Festival & Year
Cannes Lions (2026)
Case Study Details
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Presentation Board
CUT
RSA SHORT
“Tt caught me out every time I heard it.
Usually with ads I've heard a few times,
I kind of tune out.”
- Aisling, Highland Radio Listener
The tragic reality is that too many lives are lost on Irish
roads, leaving families, friends, and communities
devastated. Cut Short was an audio media-first
campaign designed to grab the listeners attention by
delivering a road safety message like never before.
Fifteen independent radio stations nationwide did the
unthinkable and abruptly cut to dead air during
popular songs, using silence to mirror how lives are
suddenly cut short by fatal road collisions.
Emotional Impact
73% of listeners had a strong emotional response,
reinforcing the power of the real-life story and the
use of silence.
The silence was then broken by a local DJ delivering a
localised road safety message on each station,
followed by the story of 16-year-old Adam, who lost his
life in a fatal car collision, heartbreakingly told by his
mother.
Behavioural Influence
94% of listeners said it made them more likely to
adhere to speed limits.
100% of those surveyed said it made them want
Cut Short started a conversation on and off air by to drive safer.
disrupting regular programming and confronting
listeners with the human cost of Irish road deaths, told
through local voices across local radio stations at the
heart of grieving Irish communities.
0:90S= , |
On World Day of Remembrance for Road Traffic Victims
2025, the Cut Short campaign was included in the
station’s news reports, DJ mentions and online articles.
$«S 630
IRS Plus Network of 15 independent Radio stations around Ireland:
