"Don't Be a D***head" Ad Campaign

(Victoria, Australia) The authorities apparently believe that using profanity in an ad campaign is a better method to reach young people.

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.

Opponents say the ad campaign is offensive.