Road safety bosses in New Zealand have installed bleeding billboards to encourage motorists to drive safely during the rainy season.

The posters - featuring images of children - have built-in moisture sensors which pump out a red liquid when it starts to rain.

Designers say this makes it look like the children have been in a road accident and have blood coming from their eyebrows, nose and ears.

It is hoped that the striking image will promote safe driving in the seasonal wet conditions ... not scare drivers into crashing.