Advert so violent it can only be shown after 9pm
A new advertising campaign that highlights the consequences of not wearing a seatbelt cannot be shown until after 9pm due to the content being so violent and disturbing.
The advertisement shows a head on collision between two cars, the camera travels inside the body of one of the drivers to show graphic images of the potentially fatal damage caused to internal organs if a driver or passenger is not wearing a seat belt.
Road Safety Minister Jim Fitzpatrick said that a crash without wearing a seatbelt is the same as experiencing three crashes at the same time even at 30mph. First the car crashes and stops, secondly there is nothing to stop you moving so your body carries on and hits the inside of the car, then third, you stop but your internal organs keep moving hitting the inside of the body.
The new campaign should make people realise how serious injuries can be prevented. Seatbelts were made mandatory in 1983 and an estimated 60,000 deaths have been prevented together with 670,000 serious injuries.
It is a very hard hitting campaign and it is thought that once seen people will not put their lives at risk by not belting up. Statistics suggest that one life could be saved each day if all drivers and passengers used their seat belts every time they got in the car.