Northern Ireland's DOE Road Safety created the ad to demonstrate how 28 children - roughly the equivalent to a primary school class - have died in accident caused by speeding cars since 2000, according to The Independent.

"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," said Road Safety minister Mark Durkan.

"This advertisement depicts very clearly and very starkly the risks involved when speed is a factor," added Assistant Chief Constable Stephen Martin of the Police Service of Northern Ireland. "Most of you will find it shocking but the reality is drivers need to be fully aware of the potential consequences of their actions."