A new campaign designed to shock drivers into slowing down has aired in Ireland last week.
The ad shows a driver losing control and crushing a group of school children.
Environment Minister Mark H Durkan told the Belfast Telegraph, "This campaign is a real wake-up call. It is a particularly sensitive and compelling message.
"Let's be clear - speeding is not cool and it is not glamorous,” said the minister.
The minute long ad begins with a group of school children on a field trip and ends with them being crushed by a car.
The aim of the campaign was to eliminate false perceptions surrounding the consequences of speeding.
Mr Durkan said speeding in the biggest factor behind road deaths in Northern Ireland.
“Already this year 29 people have died on our roads. The fact is, excessive speed remains the single biggest principal factor behind road deaths in Northern Ireland, and is responsible for a quarter of fatalities,” he said.
The ad highlights that 28 children – the equivalent of a classroom – have lost their lives since 2000 as a result of speeding.
Northern Ireland's Department for the Environment said the fear of killing a child was one of the few factors that influences drivers to cut their speed, reported the Daily Mail.
The Department also said 17 – 24-year-old males, followed by 25 – 34 year-old males are most at risk of speed related injuries and deaths.
PSNI Assistant Chief Constable Stephen Martin told the Belfast Times: "This advertisement depicts very clearly and very starkly the risks involved when speed is a factor. Most of you will find it shocking but the reality is drivers need to be fully aware of the potential consequences of their actions.
“The real tragedy is most, if not all fatalities, could have been prevented.”