The campaign features a typical fleet driver in shock after having run over a worker and is designed to demonstrate that extra care is needed when driving through roadworks.
Latest figures show that 11 roadworkers died after being in collision with moving traffic between October 2000 and February 2002 – representing a one in 1,000 chance of being killed, according to the Highways Agency. Spokesman Peter Morgan said: 'We wanted to use a typical driver because they are people who drive the same old route and through the same roadworks, so we've chosen Mondeo Man.
'It may be they become complacent or they have a new company car they are not used to driving, but we urge them to be careful.'
The video was launched on Monday by former Formula One World Champion Sir Jackie Stewart at the British International Motor Show.
Highways Agency operations director David York said: 'We all know how frustrating it can be driving more slowly than we are used to, and everyone wants to get home after a day's work, but the video shows how an accident in roadworks can have devastating effects and result in someone else not going home at all.
'Roadworks are essential to maintain and improve the roads to keep traffic moving – to help ensure that everyone gets home safely and on time.
'Most of our works take place at night, where workers are less obviously visible so if this video encourages drivers to think about people working on their behalf and slow down, then we will have done our job.'