Victoria's history of uplifting number plate messages came to a screeching halt today when the government announced a new slogan aimed at reducing the road toll.

The new number plate slogan "Vic – stay alert stay alive" is part of a State Government bid to promote road safety.

The new Victorian number plate slogan. Credit:Heidi Murphy

Previous messages have included "Victoria - on the move" during the Kennett era, "Victoria - garden state" and "Victoria - the place to be".

Premier Ted Baillieu said the new slogan built on the state's reputation as a world leader in the field of road safety.