Shock tactics work for all of five minutes, then I find I'm inured to them. Anyone can shock, it's not hard, but it's pretty counter-productive if people end up blocking it out.

That said, when done with some intelligence, such as the recent banned run of Bernardoes adverts, they can be very effective.

But then bear in mind that I'm the chap who thought Angela's Ashes was the best black comedy he'd seen in years ...

Im thinking of turning this into my next pathway project so any views are helpful

I don't think they should ban the campaign - that is rather like ignoring that this type of incident can happen all year round.

You can't blanket out death just because its Valentines Day. That said - are the cards distributed randomly to individuals? I think if I got a buzz thinking I was getting a real card to open it and find an advert, I'd read it, think well ... meh ... and then forget it.

I'm not sure that the country is being numbed into death, when I see another drunk drive, speed drive death related article in the paper it does sadden me as they always seem unnecessary. The problem is any advert is fresh in your mind until after you see it for a few times and then you do become conditioned to it.

Due to the amount of car crash incidents in tv programmes now, I do believe that car crash adverts don't affect me personally - they don't give an impact on me, perhaps because I don't drink at all if I'm driving, I don't really every do any distances where I'm likely to speed - I'm a fairly careful driver.

I don't believe that people should be mollycoddled just because its Valentines Day - afterall Christmas is the biggest campaign time usually.