The new Transport Accident Commission campaign asks motorists to “think of us before you drive”, referring to the heightened police presence on the state’s roads across the Christmas and holiday period.

Victoria Police launched its 24-day road safety operation on Friday, focusing on reducing road trauma and improving road user behaviour during the high risk summer period.

Bendigo Senior Sergeant Ian Brooks said there would be a zero-tolerance approach to those caught putting lives at risk. “If you get caught doing the wrong thing, especially drink- or drug-driving, don’t expect any sympathy because you won’t get any,” he said.

Police will target the main causes of fatalities and serious injuries including excessive speed, mobile phone use and driver distraction, seatbelts, fatigue and drink and drug drivers.

Senior Sergeant Brooks said police would be putting every resource they had into patrolling the roads to ensure everyone got home safely.

“It’s about everybody taking part in this operation,” he said. “It’s not just police. The community has a responsibility here, the people driving on the road have a responsibility.”

He urged people to plan ahead to ensure they had a safe ride home, and to speak up if someone was doing the wrong thing.

Last year 14 people lost their lives on Victorian roads during the duration of Operation Roadwise, and another 233 people were seriously injured.

Road Policing Command Assistant Commissioner Doug Fryer said, based on figures for the past five years, from Friday until the end of this year, another 10 people would lose their lives before the New Year.

“We can’t accept that it is only a matter of time before another life is lost on our roads, because if this is the case, I ask for you to choose who it will be from your family,” he said.

“Everyone will say it can’t be someone from their own family, but sadly it will be.”