Victorians are being urged to drive safely throughout the Christmas period to spare families a "death knock" from police.
A new Transport Accident Commission campaign details the difficult visit officers must make to break the news that someone's loved one has died as a result of a collision.
A total of 195 people lost their lives on Victoria's roads in the 11 months to December, an improvement from 230 at the same time last year.
But Minister for Roads Jaala Pulford said this was still "too many" and represented "countless lives shattered by that loss".
"In 2017, we had very close to one life lost each day in December," she told reporters at the campaign launch on Sunday.
"This December we want to have a different outcome and a better outcome."
It is hoped the campaign will remind Victorians of the tragic consequences of driving recklessly, while under the influence of drugs or alcohol, and speeding.
"Don't make your family the family that gets that awful, awful knock on the door," Ms Pulford said.
Assistant Victoria Police Commissioner Stephen Leane said visiting relatives following serious road collisions is the one of toughest parts of his job.
"The ripple effect of a collision involving a fatality or a serious injury doesn't just stop at the accident scene," he said.
"The impact of road trauma will last for decades for many."
Martin Wrangle, whose 19-year-old son Trevor died after losing control of his car and hitting a tree in 2004, said "it doesn't get any easier" to deal with the loss.
"I just plead with everyone to slow down," he said on Sunday.
The advert will premiere on television on Sunday night.
