A new campaign aimed at highlighting the dangers of speeding on the roads has been launched by the Department for Transport (DfT).

The £3.2 million Think! initiative involves a motorist, who has run over and killed a child, haunted by the death of the youngster forever.

Described as "stark" by the government department, it is intended to show how fatalities caused by speeding torment the driver for the rest of their life.

Road safety minister Jim Fitzpatrick discussed the message and said in areas where there is a 30 mph limit, it is there "for a reason".

He added: "I hope this powerful new campaign will get drivers to kill their speed before it's too late."

Even if no harm is caused to another road user, violating the legal limit and being caught can affect a motorist's number of penalty points and, therefore, their car insurance premiums.

Those with driving convictions may find cover harder to find and more expensive.

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