A new seat belt campaign featuring a TV advert so gory it can only be shown after the 9pm watershed is being launched.
The commercial shows graphic images of the fatal damage car crashes cause to internal organs in a bid to persuade people to belt up.
An edited version is being screened just before 7pm on ITV before the £2.6 million campaign rolls out this month. It also includes radio, cinema, and online advertising.
Research carried out during the creative process has shown that one life could be saved each day if every driver and passenger uses a seat belt when they get in a car.
Road Safety Minister Jim Fitzpatrick said: "Every day someone dies simply because they are not wearing a seat belt. That's a tragic waste that could be avoided if everyone took the simple step of belting up whenever they got in a car.
"I hope this hard-hitting new campaign will help everyone in London to realise that they are risking their life whenever they get in a car and don't put their seat belt."
The Government estimates that seat belts have prevented an estimated 60,000 deaths and 670,000 serious injuries since 1983 when they were made mandatory for drivers and front-seat passengers.
Dr Katherine Henderson, Consultant in Emergency Medicine at St Thomas' Hospital in London, is supporting the latest campaign.
She said: "We see back-seat passengers needlessly injured because they were unrestrained at the moment of impact. I used to work with air ambulances and it was really obvious that seat belts made the difference between life and death."
