As part of the launch, activations are taking place around the city this morning. Pedestrians and cyclists are being rewarded by “Soundness Detectors” for positive behaviour, thanking those who look out for others and prioritise safety. Commuters will be rewarded for their “sound” behaviour with an ‘I’m Sound’ badge that they can wear proudly!
Following on from the successful original ‘Be Sound’ campaign launched in January, this summer campaign features a series of short, snappy social media videos featuring the Lane Hog, the Dangerous Dasher and the Light Breaker. These will be rolled out across Dublin City Council’s social media channels, highlighting everyday ways to be sound.
Lord Mayor of Dublin, Councillor Ray McAdam, speaking about the campaign, said, “As a city, we’re working to make travel safer, cleaner, and more connected — not just through infrastructure, but through how we treat one another. ‘Be Sound This Summer’ is about recognising and celebrating those small, everyday actions that make our streets safer and more respectful for everyone. By adding a bit of fun and positivity to the message, we’re encouraging all road users to look out for each other. Whatever way you travel, being sound goes a long way.”
Recent findings from Dublin City Council’s ‘Your Dublin Your Voice’ survey show that active travel plays a central role in how people get around the city. On average, people split their weekly transport time almost evenly between walking or wheeling (41%) and driving (40%), with a further 19% spent cycling. Dublin City Council continues to roll out dedicated infrastructure across the city, with three vital active travel schemes being completed within the next four weeks: the Ranelagh Village interim scheme, Beatty’s Avenue to Herbert Park (part of the Dodder Greenway) scheme, and the Royal Canal Phase 3 scheme.
With the summer months bringing more people out walking, cycling and driving, particularly around holidays and city events, Dublin City Council is reminding everyone to be alert and considerate on the streets so people can feel safer opting for more sustainable modes of transport.
Active travel doesn’t just support safer roads; it also delivers wide-reaching health and economic benefits. According to the most recent ‘Walking and Cycling Index’, walking and cycling in Dublin removes up to 530,000 cars from the roads each day and generates an annual benefit of €2.39 billion for individuals and the wider city. It also prevents 3,655 serious long-term health conditions each year and saves the health service approximately €64.5 million equivalent to over 1.17 million GP appointments.
Christopher K Manzira, (Acting) Director for the Active Travel Programme Office, Dublin City Council, at the launch said, “With more people choosing to travel actively across the city, we all have a shared responsibility to look out for one another. ‘Be Sound’ is a reminder that safety and respect are essential on our streets. Whether you’re walking to the shop, wheeling to work, or driving through town, a little soundness can make a big difference. The data shows that active travel benefits us all, from reducing emissions to easing congestion as well as the additional health benefits. We want everyone to feel confident and safe doing so.”
The ‘Be Sound this Summer’ campaign will be visible across social media, digital channels, and on-street activity. The first video, which looks at the ‘Lane Hog’, can be accessed here: https://www.youtube.com/watch?v=8zfIMtT_ymg
For more information about Dublin City Council’s Active Travel Network, visit dublincity.ie or follow @DubCityCouncil on Instagram, Facebook and X.
