A new anti-speeding advert depicting a class of children being crushed by a car that loses control has caused a stir in Northern Ireland.
The ad begins with a classroom full of pupils preparing for a school excursion in the park. In a separate scene a man, apparently running late, grabs some toast and runs out to his car.
Shots of the children playing in the park are interspersed with the car and driver, which loses control and summersaults in the air – straight into the area where the pupils are.
The ad, which will not air until the 9pm watershed, is particularly shocking because it actually shows the vehicle impacting the group of children.
28 children have been killed on Northern Ireland's roads since the year 2000 – the same number of pupils in the commercial. The voiceover reminds the viewer of this death toll, before the final 'Shame on You' sign off appears on-screen.
While some may view the advert as shocking, officials have described the video as "sensitive".
Road safety minister Mark H Durkan said the video was "a particularly sensitive and compelling message. After all, what could be more thought provoking than the realisation that, since 2000, the equivalent of a classroom of children have been killed as a result of speeding."
You can watch the ad on YouTube by following this link, however, we do warn that some may find this video distressing: https://www.youtube.com/watch?v=MD8BkIgp9Fo
As a leading UK roadside assistance provider, here at startrescue.co.uk we're always keen to hear of road safety initiatives. Do you think this ad will convince drivers to keep their speed down? Or is it unnecessarily shocking? As always, let us know your thoughts below.
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