The image of a car-crash victim lying apparently brain dead in the wreck of her vehicle will no doubt prove shocking to many people. This is the hard-hitting visual which spearheads a campaign to cut deaths on the roads, which is being launched in Bradford today.

The stark image will be plastered on the rear of 150 buses in the region, and is mainly targeted at young drivers.

As powerful and disturbing as the image is, it is perhaps the only way to get through to the drivers who, as the advertising campaign bluntly points out, can appear "brain dead" when in control of their vehicles.

We have all seen young motorists acting recklessly and dangerously, overtaking on busy streets, jumping lights, driving too close to other drivers and performing illegal manouevres without so much as a signal.

It is high time that those who think only of themselves when on the roads were reminded that there are other users as well - and that driving isn't a game.

The statistics show that in Bradford last year young male drivers aged between 17 and 29 were involved in 37 per cent of all accidents in the city, with the loss of 16 lives.

Anything, no matter how hard-hitting, that can tackle these statistics is to be welcomed.

We can only hope that the drivers are not quite as "brain dead" as the advertising campaign suggests - and the rather shocking message being promoted by this campaign will get through to them and make them think before carrying out that reckless manouevre which could end in yet another death on Bradford's roads.