Victoria's Transport Accident Commission is turning to sports stars and the community to reach motorists in a new safety campaign over the Summer.
Partnering with Melbourne's Stars and Renegades Twenty20 cricket teams and the Melbourne Victory football club, the TAC will use social media to get the road safety message out.
The campaign will use social media to allow followers to personalise their own safety messages, which will then be displayed across 233,000 advertising spaces in Victoria, and played on Fox FM radio.
Selected messages, drawn from Facebook and Twitter, will be displayed on billboards positioned in the friend or family's neighbourhood.
“A heartfelt message from you to your son, daughter, Mum, Dad, sister, best mate will really motivate them to get home safely to you,” TAC CEO Janet Dore said.
“You can choose to record your message and have it broadcast on Fox FM, at a time when your loved one is likely to be listening to the radio. Or you can select one of six billboards across Melbourne to screen your message at a time when they will be at that intersection.”
Twitter users can participate by attaching the #homesafely 'hashtag' to their personalised message. The campaign will be run through the Twitter handle @TACHomesafely.
Victoria's road toll currently stands at 270, compared to 278 for the same period in 2011.