Tom Flood whose work used to include car advertising but who turned his skills to promoting road safety and mobility beyond cars is to speak at an event in Dublin on September 22nd.The events organisers point out that Flood is renowned for his efforts to reframe the narrative around road safety, road violence and active transportation. If you havent heard of his name, you might have seen one of his images shared on social media, usually branded with his companys name, Rovlo Creative.Like others, he contends that road violence is no accident, but rather a predictable outcome of a transport system that focuses on moving cars, not people. But Flood uses his advertising experience to get this message out as part of advocacy work as well as for clients who are interested in doing the same.While sustainable transport campaign groups often couch their words, Flood unapologetically uses the directness seen in advertising messaging to try to disrupt the dominant car-focused narrative. Often using quotes, phrases and concepts over and over again like advertising does to get through to people. His work includes social media posts, posters and T-shirts with the messages: bicycles deliver the freedom that auto ads promise (for which theres an Irish translation, see below), and that We ask everybody outside of the car to be safe so that drivers can be dangerous.IMAGE: Some of Floods creative work.Humour plays a large part of his work, for example, the idea that 15 Minute Cities are no big conspiracy rather just lazy because advocates dont want to walk far for stuff, and an image of a retro vintage striped sunset background with driver holding a phone with the text They came out of noewhere a phrase which is widely given as an excuse when motorists hit somebody that they were not looking for. The talk will take place as part of EU Mobility Week 2026 and will see the Canadian communications expert and active travel advocate speak in Ireland for the first time. The events organisers explain Floods background as follows: Tom worked in advertising for many years, with a wide range of clients, including automotive manufacturers. His direction changed after taking his kids to school on their bikes and seeing the imbalance on our streets. He now develops strategy and creative for clients through Rovlo Creative and gives talks around framing and communications as it applies to road safety, road violence and active transportation.IMAGES: The bicycles deliver the freedom that auto ads promise image and the Irish translation: Tugann rothair an tsaoirse a gheallann fgra gluaistein.The talk will take place at the Synge Theatre in the Arts Block, Trinity College Dublin on Tuesday, September 22nd from 7-9pm, with the talk taking around 45 minutes followed by a Q&A session. The event is free, but booking is required via eventbrite.ie.The event is being co-organised by the Jesuit Centre for Faith and Justice, Irish Cycling Campaign, Doctors for the Environment, I Bike Dublin, Dublin Commuter Coalition, and Trinity College Dublin.IMAGE: Some of Floods focuses in on the reasons why some people become cycling or sustainability campaigners including a mother who wants to be able to cycle their child to school safely or a woman who just wanted to go for a bike ride and now parking minimums haunt her dreams.