The campaign was launched as the Police Service of Northern Ireland announced a toughening of enforcement with more 'Fixed Penalties' and fewer 'Advice and Warnings'.

"The level of success achieved with this campaign must be attributed to a combination of education, legislation and robust enforcement."

I first saw this ad at an EMS conference, where it was shown by a trauma surgeon and left the audience of nurses, EMTs, and paramedics--people who see this stuff in real life--at least momentarily stunned.

There is probably some definition of pornography and obscenity that can apply to both of these ads. They are shocking and may even be disgusting to some. But, it takes a lot of shake people--especially teens--out of their complacency.

And I'd much rather they experience this sort of shaking--safely on their computer screens--than the kind of shaking, tossing, and dying depicted in the ads.