A shocking new advertising campaign in Great Britain highlighting the consequences of not wearing a seat belt includes footage so violent it cannot be shown until after 9pm.

The short advertisement shows a head on collision between two cars. The camera travels inside the body of one driver to show graphic images of the potentially fatal damage caused to internal organs if a driver or passenger is not wearing a seat belt.

The THINK! campaign was initiated in response to research suggesting that while very few people never wear a seat belt, many drivers and passengers occasionally do not. The campaign aims to communicate the risk of death or serious injury, even at everyday speeds. New statistics suggest that one life could be saved each day if all drivers and passengers used their seat belts every time they got in a car.

Click here to see the video and for more on this story from The Times of London.