No longer "On the Move" or even "The Place To Be", Victoria has now become an order: "Stay alert stay alive".
Today, simultaneously in Bendigo and Ballarat where the Legislative Council and Assembly were sitting, the state government announced the new slogan to go on Victorian numberplates.
"This is a new approach," Minister Gordon Rich-Phillips said today.
"The objective is to drive down the toll.
"We made a decision to adopt a road safety message."
Mr Rich-Phillips said the government has been working with TAC and other road safety authorities to come up with the new slogan.
Although there is no hard evidence that a numberplate message has an affect on driver behaviour, Mr Rich-Phillips said this is just one of the strategies the government is engaging to tackle road safety.