THE State Government's controversial "Don't Be A Dickhead" road safety campaign has taken aim at redheads and emos in a bid to cut the death toll.
The internet campaign is aimed at young people, with the government hoping it will go viral on Facebook, YouTube and other online forums.
In one of the advertisements, a voiceover warns teenagers that every time they use mobiles and drive "gingers get fresh with other gingers", while showing two redheads in bed.
Another ad says that using a mobile while driving will cause an emo to be born.
Roads Minister Tim Pallas said the language and tone of the campaign was chosen because it related to young people in a way previous road campaigns had not.
Speaking in front of television cameras today, Roads Minister Mr Pallas would not repeat his claim made on radio this morning that Formula One star Lewis Hamilton was a "dickhead" after his arrest in St Kilda on Friday night for hoon driving.
Saying he did not want to become a spokesman for swearing, Mr Pallas instead labelled Hamilton and Australian driver Mark Webber highly irresponsible.
Mr Pallas conceded Webber's comments that Australian road rules were creating a nanny state had undermined the new campaign's message.
Opposition Terry Mulder said that the new viral ad campaign was at odds with the state government's ‘‘respect’’ agenda.
‘‘It makes an absolute mockery of John Brumby’s ‘respect’ agenda,’’ he said.
‘‘If this is the message being sent by John Brumby’s government — that it is okay to use that sort of language — how can a school teacher possibly argue it’s not appropriate to use it in the classroom?
‘‘Boy, have they got it wrong.’’
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