The black and yellow cab will display the buckle-up road safety message alongside the Tayside Police crest, Force website address and the Department for Transport Think! campaign logo.

“The purpose of this taxi advertising campaign is to save lives,” said Inspector Taylor, the force’s head of road policing.

“If you do not have a legal excuse for not wearing a seat belt you will be charged.

“Although people know it’s the law, too many are clearly not yet aware of the dangers involved.

“Car travel could be made a great deal safer if people would just take a second to belt up — in the front or back of cars.

“It is absolutely vital anyone who drives with young children should ensure they are protected in a properly-fitted car seat.

“Children are still at risk of being killed and injured in cars because they are not properly restrained.

“That means checking every time they are seated in a restraint and that the restraint is correctly fitted.”

Inspector Taylor said the morning and afternoon school runs are the peak times for accidents involving children.

“Most accidents happen near the home on local trips and the average collision speed is only 22mph,” he said.

“An unrestrained child can be killed by being thrown forwards, head first, at speeds as low as 5mph. This is just above walking pace.”

Inspector Taylor said that, from his own observations, parents are still allowing their children to travel unrestrained and this is something he sees “on a regular basis”.

Unbelted rear-seat passengers can also kill and injure other car occupants.

An unrestrained adult in the rear in a 30mph frontal crash can strike a restrained front-seat passenger with the equivalent weight of a three-and-a-half tonne truck.

Inspector Taylor added, “If you are not wearing your seat belt, you could be thrown from your vehicle through the windscreen or door, into trees, telephone poles or rocks, or run over by your own or someone else’s car.”

Speaking at today’s launch, Tayside Police Chief Constable John Vine said the taxi advertising deal was a great way of getting the important road safety message to the public.

“In addition to the pedestrians and other road users who will see the clear road safety message on the taxi, it’s estimated 1000 people a week will travel in the taxi and they’ll also have the opportunity to view the special in-cab road safety DVD at the same time.

“The taxi advert will ensure our road safety message is viewed 24 hours every day of the year, ensuring maximum exposure across Dundee.”