Four-year-old Ciarán Tracey was killed by a drunk driver in April 2014
This year's Christmas and New Year road safety campaign has been launched, with a touching ad.
Gillian Treacy is mother of 4-year-old old Ciarán, who was killed in a head-on collision with a drunk driver in April 2014.
Gillian's story - and that of her husband Ronan - the emergency services who attended the collision and the medical team who fought to save Ciarán's life are all featured in the ad.
It is part of the annual Christmas and New Year road safety campaign from the Road Safety Authority (RSA) and An Garda Síochána.
Ciarán died as a result of the collision, while Gillian was left with devastating injuries.
The ad features home videos of Ciarán playing with his brother and sister in the garden and laughing and smiling in the car.
The message behind the campaign is that drink driving destroys lives, families and communities.
Earlier this year, the RSA's Pre-Crash Report on Alcohol showed that alcohol was a factor in 38% of all fatal collisions - claiming the lives of 286 people.
Some 29% of drivers and motorcyclists killed had consumed alcohol.
Speaking before the launch, Gillian Treacy said: "Thursday 17th April 2014 was the day our lives were shattered because of drink-driving.
"As a mother, your instinct is to protect your children from any harm that might come their way but I wasn’t able to do this for Ciarán.
"Because someone decided to drink and drive that day, and his actions led to the death of my little boy.
"Our lives will never be the same again.
"I beg anyone who would think of drinking and driving to think of my little boy, and to think of the devastated family and community still mourning his loss."
To date this year, 169 people have been killed on Irish roads - an increase of 27 when compared to the same period last year.
Between January and October 2016 there have been 6,629 arrests for driving under the influence, 406 more (6.5%) than this period last year.
While there were 665 arrests for driving under the influence during last year’s Christmas campaign.