(such as speeding and drunk driving) using emotive, educational and enforcement based themes. In 1989, the increasing cost of accidents caused VicRoads and the TAC to adopt a new approach including: a significant boost to enforcement resources targeting speeding campaigns to sign-post change and help set the public agenda a sustained and community-based road safety bodies, and an emphasis on evaluating their effectiveness. For its part, the TAC funds television and billboards coupled with high-impact advertising. The TAC's most well known slogan is "If you drink, then drive, you're a bloody idiot," which was introduced in 1989. This slogan has become a catchphrase in Australia, and has even been used in other countries (including Canada and New Zealand). It was replaced in 2011 with "Only a little bit over? You bloody idiot," to reflect the danger of low-level drink-driving. Another well known slogan is "Don't fool yourself, speed kills," which was introduced in 1994. This was modified in 2013 to reflect low-level speeding to "Wipe off 5." Other recognised TAC slogans from the 1990s include "Belt up, or suffer the pain," "Take a break, fatigue kills," "It's in your hands, concentrate or kill," and "Country people die on country roads." A recent safety campaign drew attention to life-saving in-car technologies, such as Electronic Stability Control and curtain airbags. The aim of this campaign was to encourage car buyers to ask for these important safety features when purchasing their next car (the TAC has set up a website to promote this, www.howsafeisyourcar.com.au). The Victorian Government has mandated this as a future design requirement. In 2016, the TAC commissioned the lifelike figure depicting what a human would look like if the species evolved to survive car crashes known as Project Graham. Video game advertising campaigns On 10 March 2009, the TAC began in-game advertising in Saint's Row 2, and have their slogans featured on banners in Trackmania Nations. Also, in Grand Theft Auto IV, if you get Niko drunk and then drive, either he or his drinking partner will say "Niko, if you drink then drive, you're a bloody idiot". Australian Football League partnerships The TAC has had partnerships with the Australian Football League and its teams to help road safety messages reach audiences at a grass-roots level. Most famously, the TAC was the major sponsor of Richmond for 16 years through the "Drink, drive, bloody idiot" campaign, which saw the "Drink