A new road safety campaign aimed at getting drivers to stick to the speed limit was launched on Friday, which focuses on images a driver has after killing a boy whilst speeding and hitting him in a pedestrian accident.

The campaign hopes to get the message across to drivers that if they are involved in a road accident whilst speeding it could torment them for the rest of their lives.

The THINK! 'Kill your speed, or live with it' campaign will begin airing on TV, radio and online on 2nd February 2009, with cinema airing beginning on 27th February. All will run through until the latter days of March.

The TV campaign will show the man who killed the boy in the pedestrian accident going about his daily life doing things such as brushing his teeth, riding on a bus, at work, with his son in the park, on his computer and in bed at night, but in each scene he is haunted by the same image of the dead boys crumpled body.

In the final scene he rolls over in bed to see the image of the dead boy’s crumpled body by his bedroom door, with the message being given at the end of the advert 'Kill your speed, or live with it' and 'It's 30 for a reason'.

This campaign follows on from the 'Lucky' campaign which focused on pedestrian accidents and the message that if you hit a child a 30mph there is an 80% chance that they'll live, but if you hit a child at 40mph there is an 80% chance they'll die.

The Road Safety Minister Jim Fitzpatrick said at the launch of the new Department for Transport (DfT) THINK! Campaign: "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."

Adding: "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."