In January 2004, the West Midlands Casualty Reduction Partnership launched a hard-hitting television advert aimed at reducing speeding. The advert formed the main part of a unique initiative between seven safety camera partnerships based in the Midlands region. It depicts a mother and daughter walking down the road while the father drives off in his car with his speed rising to 40mph in a 30mph zone. A car pulls out into his path and, because he is speeding, he is unable to stop in time and crashes while his wife and daughter look on.

The advert bears the message “eight out of ten pedestrians hit by a car travelling at 40mph are killed, but not all fatalities are pedestrians.” Adam Warwick, from the West Midlands Casualty Reduction Partnership said that this was the first time so many Partnerships had worked together on a project of this nature. "The advert was developed as a result of some key research into road user groups and their perception of hazards. In the research almost 70% of respondents suggested that child pedestrians were the people most likely to be hurt in a road traffic crash. In reality just over 10% of road traffic injuries occur to children under 14 years of age. The key casualty groups are 35-45 year old, who account for 18% of treated road injuries, and 20-29 year old, who account for a staggering 28% of treated road injuries."

The advert, which is specifically aimed at 35-45 year old drivers, was supported by regional radio advertising, and a website for further information. Adam Warwick stressed that road safety should be taken seriously by all road users: "I think we are all guilty of thinking that we are safe on the road and that it is the fault of other road users when accidents happen. But we should all be aware that we have an obligation to consider the safety of all road users as paramount to our daily journeys. All too often we put getting there on time ahead of getting there safely, but just a few miles per hour can make the difference."