A campaign is set to be launched by the Department for Transport (DfT) which will attempt to raise awareness of the consequences of driving irresponsibly and being involved in an accident.

The advert titled, kill your speed, will for part of a £3.2 million push by DfT to halt unnecessary bike accidents and as a result reduce the amount of bike insurance claims.

The commercial, which will be shown on television, radio and online, will attempt to reveal the stark reality of living with blood on your hands.

Road safety minister Jim Fitzpatrick stated, ''We now want motorists to consider the consequences of speeding for them. What is life like for the driver who kills because they are in a rush to get home and how does that spilt second decision affect the rest of their life?"