RSA Spent €30m on Media Since 2023
Parliamentary records show the road safety agency paid three firms for campaigns and PR while road deaths rose.
By Luca Harrison ·
The Road Safety Authority (RSA) has spent approximately €30 million on advertising and external public relations since 2023. The figures were released in response to a parliamentary question, arriving as the agency faces scrutiny over increasing fatalities on Irish roads.
The largest portion of the expenditure went to Spark Foundry. The RSA paid this contractor about €21 million for strategic media planning and the purchase of advertising. The RSA stated this contract covers 10 to 12 television-led campaigns annually, alongside secondary campaigns on social media, radio, video on demand, and out-of-home displays. The agency noted that the contract provides discounted rates not otherwise available.
Forsman & Bodenfors received approximately €7 million during the same period. This payment covered the creative development of campaigns, including television ads, brand strategy, graphic design, and copywriting. The firm also managed pre-campaign research and usage rights for awareness initiatives.
Drury, a public relations company, was paid about €1.5 million. Services included strategic media relations, crisis communications, social media support, and event management, such as the annual international conference. The firm also handled media monitoring, training, and the preparation of speaking notes.
Social Democrats transport spokesman Aidan Farrelly called the total expenditure "astonishing." He stated that the RSA is an outlier among state bodies regarding communications spending. Farrelly has requested that the RSA appear before the Dáil’s Committee of Public Accounts, where he serves as a member. He intends to question the agency on recent financial statements and investigate whether service providers influenced the now-defunct plan to install breathalysers in pubs.
The RSA explained that annual work programmes are agreed with each agency. While specific topics vary, the services remain consistent. The costs include contractor fees and third-party expenses like production houses and venue hire. All suppliers were appointed through Office of Government Procurement frameworks. The agency said it applies governance and oversight to all communications spending, with media expenditure subject to independent annual audit.
The agency noted that campaign performance is reviewed to inform future activity. The data covers the period from 2023 to the current date in 2026. The RSA confirmed that the figures represent total expenditure incurred in each year.
