The campaign, called "Think!", kicks off tonight with a gruesome TV ad showing a child being knocked down by a car travelling at 35mph. The ad aims to demonstrate the potentially disastrous consequences of exceeding the speed limit by just 5mph.
The hard-hitting ad was unveiled today as transport minister David Jamieson launched the campaign. He said, "Some motorists do not regard speeding as a criminal act at all. Public attitudes must change."
The ad will run for the first time in the commercial break during tonight's episode of Coronation Street on ITV, which draws an audience of around 14m. The ad cannot be screened before 7.30pm because the content is believed to be too disturbing for young children.
The commercial will be supported by radio ads, posters, leaflets and a national press campaign.
The creative work for the TV ad was handled by Abbott Mead Vickers BBDO. The copywriter was Nick Worthington and the art director was Paul Brazier. The TV ad was shot and directed by Stuart Douglas. Media planning and buying was by MediaVest.