VICTORIAN roads are becoming safer with the number of deaths having been halved in the past decade.

The TAC Speed Kills campaign has played a significant part in reducing road trauma.

But those spreading the word need to remain vigilant if the toll is to continue to decline, according to TAC general manager of communications and road safety Anton Staindl.

TAC is a long and valued sponsor of Essendon Football Club and Staindl addressed the players this week, urging them to continue re-inforcing the Speed Kills message.

"Speed does kill," Staindl told the players. "About once every 26 minutes, the length of one quarter of football, someone gets injured on our roads."

Staindl said the risk of being injured or killed doubled every five km the driver's speed increased above 60km/h.

"You guys are community leaders like it or not," Staindl said. "People, particularly young people, recognise and look up to you.

"As leaders you are expected to lead in all areas not just football. Maybe that's not fair and it can be seen as a burden. But what I want you to think about is the positive side.

"You can make a real difference by using your position in the community - Jimmy Stynes (former Melbourne ruckman) has used his profile to push a cause. The Aboriginal cause has also been pushed through football.

"And you don't actually have to do all that much to make a difference because the small things you do are magnified in the eyes of those around you, particularly the young kids."

Visits to the schools and country areas gave players the perfect opportunity to spread the word, Staindl said.

Essendon players have participated in the TAC Players in Schools program since 1992. Each season players conduct sessions with secondary students, focussing on issues such as risk-taking behaviour and peer pressure.

Despite reductons in the road toll over the past 10 years, around 400 people are killed annually and many more are seriously injured.Young people remain the highest risk group, representing more than a quarter of all fatalities.

With speeding still a major cause of road trauma the TAC's sponsorship of Essendon Football Club support plays a vital role in keeping the Speed Kills message in the public mind.