Danish ad makes road safety sexy

We know speeding is responsible for a lot of road accidents. Have you thought of any new measures to make drivers more aware of the dangers of speeding? Well, take your time.In the meantime, read about this interesting campaign in Denmark.

Danish road safety officials have come up with a novel way of warning motorists about the dangers of speeding - by using topless blonde women. They have produced a spoof news report where the blondes carry road signs showing the Danish speed limit: 50km/h. The video - posted on the web - is aimed at grabbing the attention of young male drivers, but feminists say they hate it.

Speeding has been blamed for 25% of road deaths in Denmark. Julia Pauli of the Danish road safety council told the BBC that the reaction to the video had been mostly positive.

"If you want to reach the young people, you have to communicate on their conditions... So, topless women are working," she said.

She said the advertising campaign had been tested and in the target group it was really positive - more than 50% said they were thinking more about the dangers of speeding when driving.

Asked if the council would consider using a man exposing his bottom to appeal to speeding women drivers, Ms Pauli said: "Maybe. We'll see."

BBC story