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.
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