Road deaths are closer to home than you think. Every person in the road toll is someone’s grandmother, grandfather, mother, father, brother, sister, or child. Read a transcript.
The campaign highlights the human element of the road toll and encourages all road users to change the way we think about road safety.
The Towards zero website reinforces the message that any death or serious injury on our roads is one too many. We all need to work together towards achieving a zero road toll.
Our vision is a road system with zero deaths and serious injuries. We’re investing in road safety infrastructure to make our roads and roadsides more forgiving if the worst happens – but everyone needs to play a part. The choices we all make behind the wheel need to be smarter and safer to move Towards Zero.
While we can build safer roads, have safer vehicles and set safer speed limits, the people at the heart of our road system also have a role to play in achieving zero road deaths.
The campaign aims to engage the community and encourage everyone to play their part in achieving a move towards zero.
Towards Zero takes the approach that everyone should be aware that safety is a shared responsibility:
- The road toll is not just a number, it is real people and could include your family and friends
- We shouldn’t accept that people die on our roads; we should aim for zero road deaths
- All road users have a part to play in aiming to achieve a zero road toll; safety is a shared responsibility and we all need to be more aware and avoid risks.
The Towards Zero campaign includes television and social media, and is supported by the Towards Zero website, which has more information on the campaign, including human stories and the Safe Systems approach.