A spate of children being left in cars on hot days has prompted the Victorian government to launch an advertising campaign warning of the dangers.
The campaign will use the tagline "no exceptions, no excuses," to remind parents and guardians about the risks of leaving children in cars in hot weather.
Minister for Children Wendy Lovell said with emergency services having to respond to 1100 children being left in cars during 2013, the message did not seem to be getting through.
"The temperature inside a car on a day like today begins to rise as soon as you close the door and within a matter of minutes can be double the outside temperature," she said.
"This sort of heat can lead to devastating and potentially tragic results."
The ads will appear in newspapers and on radio across Victoria.