The lead up to Christmas is usually a mix of family plans, long drives and crowded highways, which is why the Victorian Government is sharpening its message on road safety. A new campaign from the Transport Accident Commission and Victoria Police places the focus squarely on decision-making behind the wheel, reminding drivers how quickly a festive trip can turn.
Two television ads sit at the centre of the campaign. One follows a family in a drink driving scenario, the other a group of young friends on a fast drive. Both reach a quiet moment when the driver arrives at a crossroad. One path shows the point at which police intervene. The other reveals the aftermath of a crash. The ads close with the line, “How your holiday ends is your choice”, setting the tone for a campaign that stresses personal responsibility and the consequences that flow from it.
The push comes during a difficult year on Victorian roads. To date, 272 people have died in 2025, a number close to the 274 lives lost at the same time last year. Police intend to step up enforcement across the holiday period, targeting speeding, distraction, drink driving and drug driving. The Government has added to that effort with a 21 million dollar boost for road policing, allowing more drug testing and widening the use of technology to detect unauthorised drivers.
Minister for Roads and Road Safety Melissa Horne said the campaign speaks to choices that can carry lifelong consequences. “Speeding and drink driving have devastating consequences, and this new road safety partnership campaign shows how simply making the right choice can avoid these outcomes.” She said the hope is for a safer end to the year for every household. “We want every trip to end safely this holiday season, it’s our choices behind the wheel that will keep our roads safe.”
TAC chief executive Tracey Slatter said the ads are a clear reminder of the fragility of a trip that starts with good intentions. “This campaign is a reminder of how quickly drink-driving or speeding can turn a holiday into tragedy, and the role police play in ensuring we all make it to our destinations safely.” She said the message is one of shared responsibility as roads grow busier. “The roads will be busy this holiday season, and we can all keep each other safe, slow down, separate drinking from driving, and make safe choices behind the wheel.”
The campaign will be visible across television, billboards, radio, cinema, print and digital platforms through to early February, aiming to reach drivers before they start their holiday journeys and while they are on the road.
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