Today, road traffic is the 9th biggest cause of death worldwide. By 2030, the rise in vehicle ownership and use will see road traffic become the 5th largest cause of death, claiming more victims globally than AIDS and tuberculosis.
We know that road traffic is a deadly and daily threat. Why, then, do we not do more to counter it? For some reason we seem to be more accepting of fatalities on the roads. Some might argue this is the price we have to pay for mobility and freedom. We think not. There can be no moral justification for the death of one single person. You should be able to move freely – and feel safe at the same time. This is what the Vision Zero Initiative is all about.