WARNING: Graphic images. A shocking road safety advertisement targeting speeding drivers has aired on Irish television.
The advert shows a driver losing control and the car crushing a group of children.
Irish Environment Minister Mark Durkan described the ad as the most sensitive and powerful yet, according to the Belfast Telegraph.
The campaign was due to be launched last week but was postponed following the death of Belfast schoolboy in a road accident.
The ad begins in a primary school classroom with children getting ready for a field trip and ends with the car rolling on the group.
It is supposed to highlight the fact that 28 children – the equivalent of a classroom – have lost their lives as a result of speeding since 2000.
"This campaign is a real wake-up call. It is a particularly sensitive and compelling message.
"Let’s be clear – speeding is not cool and it is not glamorous”, Mr Durkan said.
He also said excessive speed is the single biggest factor behind road deaths in Northern Ireland and is responsible for a quarter of fatalities.