This campaign was introduced in November 2002 in an effort to reduce the number of pedestrian deaths and serious injuries. The message 'Pay attention, or pay the price' was used to make road users take personal responsibility and demonstrate that irresponsible behaviour would have consequences both for themselves and, more importantly, others. The campaign produced widespread positive results: 407 pedestrians are alive and uninjured today as a result of the campaign and influence levels peaked at over 90%. Furthermore, the public isolated road safety TV ads as one of the most influential factors in saving lives. The economic payback of the campaign was £60m in Northern Ireland and £105m in the Republic of Ireland.