One of the mothers whose dying child features in the hard-hitting campaign explained why she allowed the photographs to be used.

"It's just basic. If I can prevent it happening to anybody else, if I can help in any way to save lives, or help any parent to go through what I've been through, that's my reason."

The mom, who did not want the identity of herself or her child published, said of her family tragedy: "It's had a great impact on us, it's going to affect us for the rest of our lives."

She has not seen the gruesome photographs of her own child, and does not want to. However, she believes the shock value of the images may help get the road safety message through.

"I just hope it will have an impact because words can mean nothing to some people, but actually seeing it could make them think," she said last night.