Kids squashed in graphic road safety video from DOE in Northern Ireland

THE Irish do not mess around when it comes to shaming speeding drivers. This is one of the most graphic ads you’ll see. WARNING: Distressing content.

A GRAPHIC road safety advertisement which shows children getting squashed by a car has prompted disgust — but not at the speeding driver.

The Department of the Environment in Northern Ireland is facing criticism over the advertisement released this month, with many in shock at how violent it is.

Set to an acoustic version of the Guns N’ Roses song Sweet Child o’ Mine, the advertisement shows schoolchildren getting ready for a field trip to a local park. But the idyllic scene is shattered when their picnic lunch is interrupted by an out-of-control car.

Viewers are not spared any of the graphic detail with the car pictured landing on the children before concludes with a voiceover saying: “Since 2000 speeding has killed a classroom of our children. Shame on You.”

The department has disabled comments and the rating function on its YouTube video but comments on Twitter reflect outrage at the video.

News_Image_File: Northern Ireland’s Department of the Environment graphic road safety ad

. @nidirect The new #DOE road safety advert, with awful visuals married to a POP SONG, is abhorrent & gratuitous. Please pass on to #DOE.

— Gareth Hammond (@garham) June 21, 2014

I'm thinking of starting a support group for Irish people called "DOE Road Safety Advert induced trauma".

— Curljets (@Curljets) June 22, 2014

I have just seen the DOE road safety advert. What a disgrace. No need to use such hard hitting footage to get that message across.

— Jennijeremies (@Jennijeremies) June 22, 2014

While others urged people to focus on the issue.

DOE Road Safety "Classroom": http://t.co/uOozWN5Ost via @YouTube that was a bit intense... #ott but still a powerful message

— Kevin Glynn (@meltedlaughter) June 22, 2014

DOE Road Safety "Classroom" http://t.co/yiZ8XjNpa8 Holy crap! NI speeding TV ad. Can we have it UK wide please.

— Gary Roubaix Dawes (@gazza_d) June 21, 2014