Published Thursday, 26 June 2014
The graphic ad, set to a haunting version of the Guns N' Roses track Sweet Child O' Mine, can only be shown on television after the 9pm watershed and may be distressing for some viewers.
It focuses on the fact that 28 children, enough to fill a classroom, have died on Northern Ireland's roads since 2000.
Reaction to the advert has been mixed, sparking debate over whether it is much needed or simply too much.
"We knew this ad was shocking, we knew it was compelling," Ian Greenway from DOE told UTV.
"But we knew, to get the message across, all the research showed us that we needed to be shocking and compelling. I'm not particularly surprised therefore that people have been talking about it, viewing it and sharing it."
It might be dramatic, but it is very necessary to get the message across about road safety for children and for everyone.
The creative director from the agency which made the advert told UTV that a lot of research goes into such projects and that they have been proven to get their message across.
"An ad as strong as this needs to be out there," Julie-Anne Bailie, from Lyle Bailie International, said.
"The most shocking part of this ad is not the drama that you see on TV - it's the big fact at the heart of it. And the big fact is that since 2000 speeding drivers have killed a classroom of our children.
"I know it's uncomfortable viewing, but it's not a tip of the iceberg compared to the devastation that a family feels, that parents feel, when they lose a child."
She also said that many of those affected by road tragedies are supportive of the approach, adding: "Overwhelmingly, when we talk to victims - when we talk to parents who have lost children - they say: 'These are really tough to watch, but if it saves one life, you've got to get it out there.'"
While the creators find it interesting that their advert has travelled around the world, having been viewed by more than the entire population of Northern Ireland, they stress that isn't the point.
"It all started by going out on a spot on UTV and the public just took hold of it, took ownership of it, and have shared it across the world," Ms Bailie said.
"In a way, that's fascinating, but it's not what it's about. DOE created this ad to save lives on Northern Ireland's roads."
The advert, called 'Classroom', can be viewed in full here.
© UTV News