ThisisBigBrother.com - UK TV Forums - NI road safety ad goes viral [Graphic]

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A road safety advert featuring a classroom of children, which viewers are advised contains graphic scenes and is aired on TV after the 9pm watershed, has been viewed online more than 1 million times.

VIDEO GUIDANCE: Viewers are advised that they may find the video distressing and that it airs on TV after the 9pm watershed.

The latest bid to bring down fatalities on Northern Ireland's roads was broadcast for the first time just one week ago.

The DOE, which is responsible for the advert, has said it is its most powerful to date.

Viewers on social media have expressed shock, with many admitting the message "hit a nerve".

The advert aims to bring home the fact that 28 children - enough to fill a classroom - have been killed by speeding since 2000.

And this year alone, more than 30 people have died in road traffic collisions.

While the advert may make for uncomfortable viewing, SDLP Road Safety Minister Mark H Durkan has said that the campaign represents a "real wake-up call".

Speeding is shockingly shameful. People are losing their lives long before they have the chance to fulfil their potential. Families are being destroyed forever.

Road Safety Minister Mark H Durkan
Mr Durkan added: "The fact is, excessive speed remains the single biggest principal factor behind road deaths in Northern Ireland and is responsible for a quarter of fatalities.

"Therefore, 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.

"My heartfelt condolences go to each and every family. Every road death is one too many."

The advert also has the backing of the PSNI.

"This advertisement depicts very clearly and very starkly the risks involved when speed is a factor," Assistant Chief Constable Stephen Martin said.

"Most of you will find it shocking, but the reality is drivers need to be fully aware of the potential consequences of their actions.

"Too many people in Northern Ireland have lost their lives on our roads - including 28 children since 2000 - and the real tragedy is most, if not all fatalities, could have been prevented."

According to the DOE, a survey carried out in April of this year found that 92% of respondents agreed that "Northern Ireland's graphic TV ads for road safety are important for saving lives", while 70% strongly agreed with the same statement.

© UTV News

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