A new campaign is warning motorists of the "potentially devastating effects" of driving too fast, as figures show a driver in Scotland is stopped for speeding every nine minutes.
Transport Minister Humza Yousaf urged motorists to drive appropriately to the conditions and their surroundings.
Research carried out ahead of the campaign launch showed almost a third (30%) of drivers admit to rushing through town if they are running late for work or a meeting, while 17% say speeding is acceptable when parents are on their way to collect their children.
Almost all (96%) of accidents involving pedestrians happen in built-up areas, with most casualties occurring between 4pm and 6pm on weekdays and between 1pm and 3pm on weekends.
According to the research, 87% believe a crash between a car and a pedestrian would not be fatal if it happened at 30mph - but pedestrians are seven times more likely to be killed if they are hit at this speed rather than someone driving at 20mph.
Mr Yousaf said: "Whether you're a person driving a car, cycling a bike or walking, we all share the road. As a driver, your speed should be appropriate for the conditions and make sure you allow time to respond to the busy and constantly changing environment of built-up areas.
"This campaign highlights the real implications of speeding on Scotland's built-up roads, and reminds people that driving too fast for the conditions can have serious consequences.
"The message is simple - in town, slow down."
A new advert on TV, radio and social media features drivers in different situations being stopped by police for speeding, but ends with a cyclist being treated in an ambulance after a crash after being "stopped by speeding".
It has been produced for the Scottish Government and Road Safety Scotland, which is part of the national agency Transport Scotland.
Chief Superintendent Andy Edmonston, head of road policing for Police Scotland, said: "We want people to realise the potentially devastating effects their driving can have on others, especially in relation to vulnerable road users such as pedestrians and cyclists.
"Speed limits are there for a reason and show the maximum speed at which it is permitted to drive. However, drivers, particularly in built-up areas, need to drive according to the road conditions and environment they are in, adjusting their speed accordingly."