It's the word that has haunted John Bourke for more than 48 years, after he was the only survivor of a high-speed crash that killed three young men in Main Rd, days before Christmas.
It took 45 years, but he has been telling others about what happened that fateful night when a group of best mates got into a car with a seriously drunk driver.
He is begging all who are behind the wheel to think about the passengers who are putting their lives in drivers' hands.
We started by asking John what he remembers of the evening of 19 December 1970...
John suffered deep cuts as well as a cracked vertebrae which still gives him issues more than 48 years later.
He says he heard a lot of muddled facts about the accident and later asked for a copy of the Coroners report (images below).
On the 18th birthday of each of his children, John has given them a photocopy of this story (below)
In 1970, 1061 people died on Victorian roads, but a newspaper campaign used the slogan 'Declare war on 1034' ...
John has spoken about his experiences at talks for the Carmen Road Safety program, founded by Ballarat man John Maher.
Mr Bourke is also a big fan of Life Education vans and says teaching kids about health, safety and wise choices needs to start young.