As 1989 drew to a close the road toll was mounting; so too was public outrage at the carnage on Victorian roads. By years end 763 people had lost their lives.

On December 10th 1989 the first TAC commercial went to air. The reaction was swift and it triggered an almost immediate change in driving behaviour. More campaigns followed and by the end of 1990 the toll had dropped to 548.

Since then a combination of the advertising, legislative change and Police enforcement has seen the figure fall by over half. More than 8000 Victorians are alive today who otherwise might have died.

Some 150 commercials have been put to air over the last 20 years. We all have our favourites, with images and words that are burned into our memories. These commercials have created a culture of road safety in Victoria that consistently results in a lower fatality rate than anywhere else in Australia.

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