One of the hardest-hitting road safety campaigns ever mounted in Britain - showing a woman apparently lying brain-dead in her car - was being launched in Bradford today.

Aimed mainly at younger drivers, the stark image will be seen on the back of 150 buses operating in the Yorkshire and Humber region, accompanied by the message "Brain dead - both of you. Your driving."

The campaign, mounted by the Local Authority Road Safety Officers Association, has been designed by Richard Briscoe, studio manager for Bradford Council's design and print services. His wife Susan agreed to be photographed as the apparently brain-dead victim.

Young male drivers aged between 17 and 29 were involved in 11 accidents which claimed 16 lives in Bradford alone last year. Young drivers accounted for 37 per cent of all road accidents in the city during the year - but they represent only 18 per cent of the driving population.

Carole Whittingham, of Brighouse, whose son was killed by a speeding driver, was present at the launch. She welcomed the campaign.

Mrs Whittingham, who created the road safety lobby group Scard (Support And Care After Road Death and Injury) said: "When I first saw the image, it really made an impact. It's about time we stopped pussy-footing around and made people face the reality of road crashes. They are horrendous experiences which devastate families and friends of the victims.

"Crashes don't just happen - they are caused. If this campaign prompts drivers to honestly reassess their abilities and think about their actions, then it will definitely be a step in the right direction."

Councillor Anne Hawkesworth, the Council's executive member for the environment, said: "Some people may criticise this haunting image as upsetting and even shocking, but lives are precious and this brings home the harsh consequences of fatal road crashes."

Mr Briscoe said: "Road safety officers were looking for a hard-hitting image to try to get young drivers to slow down. Luckily my wife agreed to have her face photographed to help the campaign. I did some test shots on her and they came out well. I though the mood and lighting were perfect and would be ideal to replicate."

Last year, 144 people were killed on West Yorkshire's roads, 20 per cent more than the previous year and the highest number for ten years. In addition, 1,187 people suffered injuries.