Watch the road safety ad that’s too graphic for daytime TV
Assistant Chief Constable Stephen Martin of the PSNI says while the advert is distressing, it is a realistic portrayal of the consequences of speeding. "This advertisement depicts very clearly and very starkly the risks involved when speed is a factor. Most of you will find it shocking but the reality is drivers need to be fully aware of the potential consequences of their actions.
“The real tragedy is most, if not all fatalities, could have been prevented.”
The Road Safety advert shows a man travelling at speed along a road while a primary school class enjoy a nature lesson outdoors. Unable to turn a corner due to his speed, the man's car goes off the road, flips through the air and squashes the group of children who were sitting peacefully together in the park.
The devastation is made more chilling by a haunting accoustic version of Guns N'Roses'iconic Sweet Child o'Mine.
The advert ends with a voiceover which highlights that 28 children have died on Northern Ireland's roads since 2000 - the equivalent to the number of children in an average class.
"Since 2000, speeding has killed a classroom of our children. Shame on you. You can never control the consequences if you speed."
The graphic scenes have received much criticism since it aired, but Mark Durham, the Road Safety minister, says the advert depicts what is actually happening when someone speeds.
"The aim of this campaign is to challenge and dispel, once and for all, through this emotional and uncomfortable message, the false perceptions that many road users have as to the truly horrifying consequences of speeding."
