SMH
First they were bloody idiots, now drivers who fall foul of the law have been labelled d***heads.

But the minister charged with selling Victoria's latest road safety campaign dared not utter the profanity he thinks is appropriate for audiences online.

Launching a nine-clip advertising campaign that will be disseminated on the internet, Roads Minister Tim Pallas said it was important to connect with young drivers on their level.

The ads tell audiences "don't be a d***head" by not wearing a seatbelt, talking on the phone behind the wheel or committing other driving offences.

They will be planted on websites, social networking forums and blogs that attract young people.

"Yes, pejorative language is used in this ad and it, from my perspective, needs to be recognised as being appropriately used in circumstances where people's lives are put at risk," Mr Pallas said.

The minister defended the use of colourful language after the state opposition blasted the campaign as offensive.

Earlier, Mr Pallas told Fairfax Radio that English Formula One driver Lewis Hamilton was a "d***head" for being busted by police hoon driving outside the Grand Prix circuit on Friday.

But he minded his tongue at a press conference later in the day, resisting journalists' prompts to use the word he described as part of the "vernacular that young people can appreciate".

"I think it's more important that the message get out through the (online) forums ... rather than through me being the spokesperson for bad language."

Opposition transport spokesman Terry Mulder said the ads made a mockery of the government's respect agenda and sent mixed messages to young people.

"(Premier) John Brumby, I put it to you, would not be prepared to use that sort of language in a school room and yet he's prepared to allow his minister to run that out as part of a government advertising campaign. I think it's an appalling message."

Victoria Police Deputy Commissioner Ken Lay said he was sure the campaign would succeed where others had failed in getting the message through to young people, with 20 youths killed on state roads already this year.

It comes 20 years after the Traffic Accident Commission launched its Drink Drive, Bloody Idiot campaign.
Prominent youth worker Les Twentyman backed the campaign, saying the language had to break through the cultural divide.

"I was listening to the radio today with people all hoity toity and saying this is disgusting and all of that. What is disgusting is kids being killed by inappropriate behaviour."

Mr Twentyman said a similar 2004 poster campaign against knives, using the words "wanker" and "d***head" resulted in a 17 per cent reduction in knife-related offences.

Victorian senator Steve Fielding said the campaign was "low class" and should be scrapped because it would not make a dent in the road toll and would only encourage impressionable youth to swear.