A harrowing new £3.2m THINK! campaign to highlight the consequences of speeding was launched on 30 January by Road Safety Minister, Jim Fitzpatrick.

In the chilling new television advert, a driver is haunted by the image of a child he has killed, seeing his body in the bathroom mirror, beside his bed as he struggles to sleep and when in the park with his son. The images may be sad and uncompromising, but the television advert is a necessary tool to bring home the true consequences of speeding. 

Jim Fitzpatrick said:

"Speed kills. More than 700 people were killed in 2007 in accidents where someone was driving too fast - that's two people every day of the year who didn't go home to their families.”

"We now want motorists to consider the consequences of speeding for them: what is life like for the driver who kills because they are in a rush to get home and how does that split second decision affect the rest of their life? I hope this powerful new campaign will get drivers to kill their speed before it's too late."
The new THINK! campaign - 'Kill your speed, or live with it' - includes TV, radio, cinema and online advertising.

More information can be found on the THINK! website.