A £3m campaign warning people of the danger of misusing level crossings has been launched by Network Rail.
The campaign will appear on radio, in newspapers and cinema adverts
A TV advert called Don't Run the Risk will show the damage caused by a train hitting a car at a level crossing.
It will suggest that using crossings correctly is safe, but those who take risks are gambling with their lives.
Deaths at level crossings in the UK are low compared with world standards, but crossing misuse now represents the largest risk of train accident.
Network Rail's chief executive, John Armitt, said too many people are dying on level crossings in the UK each year.
He said the level of money injected into the campaign was an indication of how serious the problem is.
"It aims to shake the complacency of level crossing users who endanger themselves and others. We are telling them not to run the risk," said Mr Armitt.
The campaign will use a variety of media, including radio, newspaper and cinema adverts. More than one million households will also receive information leaflets.