Each year, speeding accounts for more than 720 deaths on the UK’s roads. To convey the potentially dire consequences, we focused on a driver living with the guilt of having killed a child while speeding. Skipping the crash itself, we told the oppressive reality of his everyday life in later years, one in which he constantly sees the body of the child he’s killed. Whereverhe goes, whatever he does, he simply has to live with it. The radio adverts targeted drivers in their cars as they listened to shows during rush hour.
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