A scene from the new television advertising campaign

Speaking at the launch of a campaign targeting young men, NIO Minister Angela Smith said that drivers' attitudes to speed had to change.

The new road safety adverts, entitled Over and Reinforcer were launched by the Department of the Environment in Belfast on Monday.

Ms Smith said: "Over the last 10 years, 358 people were killed and a further 3,471 were seriously injured because of speed.

"That means that speed kills or seriously injures one person every single day on our roads - 17-24-year-old males are responsible for a staggering eight out of 10 fatal crashes.

"We have got to get young men off the notion that speed is sexy. Killing is not sexy. Maiming is not sexy. Having to live with the guilt is not sexy."

We have got to get young men off the notion that speed is sexy Angela Smith NIO minister

Welcoming the new advertisements, Assistant Chief Constable Duncan McCausland said that Northern Ireland's record for speeding was "shameful".

He explained that in the latest round of Operation Viper - in which a range of motoring offences were targeted over a 60 hour period - more than 2,467 people were prosecuted for speeding.

Mr McCausland said: "Given the carnage on our roads and the fact that one in four road deaths is down to speeding, I can assure the public that we are committed to robust, targeted enforcement on speeding.

"We will be looking at roads across the province which have a proven history of excess speed coupled with high levels of deaths and serious injuries.

"We will be there. And we will be seen to be there enforcing the law."

So far this year 75 people have died on Northern Ireland's roads.