Creating a road safety video is never an easy task. How do you explain to people that following the rules of the road is the best course of action without sounding patronising or condescending?
For a number of years the powers that be have resorted to shock tactics and portraying in graphic detail the potential consequences of misbehaving on the road. These adverts range from the mildly uncomfortable to the downright shocking, but now Northern Ireland's Department of the Environment (DOE) has taken things a step too far with its latest graphic ad.
It's so brutal, in fact, that it has been banned from air before the 9pm watershed. The film portrays a group of school children on an idyllic picnic in the countryside, before a man travelling along an adjacent country lane loses control of his car, flips it and ends up squashing the entire group of kids, in a CGI-laden scene more akin to a small-budget horror film than a serious Government message.
The film aims at hammering home the message that 28 children – around one classroom's worth – have been killed by speeding drivers since the turn of the century, but has attracted criticism for its sheer absurdity.
However, Road Safety minister Mark Durkan defended the video: "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," reported the Independent.
Click play to watch the advertisement below, though be warned: those of a sensitive disposition are advised against viewing.