A shock new advert aims to stop speeding drivers by showing a child being knocked down and killed.

The Government ad is the first to show a child dying under a speeding motorist's wheels.

The shock tactic is targeting the hardcore of speeding drivers, who repeatedly ignore speed limits on residential roads.

A total of 191 children were killed in road accidents last year.

Transport Minister David Jamieson said: "Speeding in urban areas by just a few miles per hour will save little time on your journey. But cutting your speed could save a child's life."

The £1.7 million campaign will be backed by radio and press ads, posters and leaflets.