Oliviero Toscani, the famous Italian photographer, has produced a new series of road safety advertisments for the insurance company Genertel. Simple photographs of brake marks on the road and buckled guard rails, things that drivers see daily, bear the word "Don't Kill" in large letters followed by a series of statistics of how many road accidents there have been in the past 10 years, more than 2,000,000 with 65,251 deaths and 2,869.000 people injured. Toscani says his aim is to make drivers really notice the things they see as they drive and he hopes that they will then think about what might have been the consequences and be more careful.