Motorists have been urged to take extra care over the August bank holiday weekend, with the Garda warning that there will be a "high-visibility enforcement presence".
The Minister of State for Environment, Mr Robert Molloy, spoke of "great risks" taken by drivers at bank holiday weekends because of the thousands of extra journeys undertaken and with people visiting areas they are not familiar with.
The past six days had been "horrific" in terms of accidents and he appealed for extra care. Everyone had a duty to be careful on the roads and courteous to other road users, and not to drive in a dangerous or careless manner.
Mr Molloy was speaking at the introduction of a radio and poster advertising campaign which urges people to appoint designated drivers when going out drinking.
Chief Supt Denis Fitzpatrick, director of the National Traffic Bureau, said there would be a "high-visibility enforcement presence" over the bank holiday. He added that permanent designated traffic units would be established in the coming months.
The appeals come with the road death toll at 219 so far this year - 32 deaths have occurred this month. The Garda Commissioner, Mr Pat Byrne, said everyone had a responsibility to help reduce the carnage.
The £200,000 radio advertising campaign, sponsored by the Drinks Industry Group, will target mainly 18- to 24-year-olds and will run on a pilot basis in the Dublin and Limerick areas over the August bank holiday weekend. The advert is a song, to the tune of No Particular Place To Go, by Chuck Berry, and calls for drinkers to have a "Designate Dessie at the wheel". It will be extended nationally next year, depending on the response, and will operate for six months from March to September, with an emphasis on bank holiday weeks, according to group chairman Mr Michael Murphy.
