The government has begun a new campaign to highlight the deadly consequences of not wearing a seatbelt.

Statistics behind the Think! campaign show that one life could be saved each day if all drivers and passengers belted up.

As part of the £2.6 million campaign, graphic images of the fatal damage caused to internal organs will be shown in a new TV advert.

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."

You are twice as likely to die in a crash if you are not wearing a seatbelt and a new analysis of casualty figures shows about one life each day could be saved in Britain if everyone always wore a belt.