NSW’s new advertising campaign Towards Zero will highlight the human element of the road toll to help drive down crashes and fatalities.

Deputy Premier and Minister for Police Troy Grant and Minister for Roads Duncan Gay said the new campaign Towards Zero will a conversation about how many road deaths are acceptable and the role everyone can play preventing them.

“We’re facing what can only be described as a state tragedy where too many people are dying on our roads - 38 more than the same time last year. A road toll of 164 in less than six months is not just a number - it’s children’s lives that have ended before their time, it’s mums and dads who will never come home again, and it’s grandparents lost to their families forever,” Mr Grant said.

Mr Gay said speeding sadly is still killing people despite our extensive efforts to slow people down. 

Pedestrian deaths have increased in this year's toll even though we have put in place more measures than ever before to protect them.

According to NSW Roads and Maritime Services (RMS), motorists are still flouting the law, regardless of the longest and most intense high-visibility police operations this state has ever seen.

The NSW Community Road Safety Fund was created from the money raised from speeding fines and the NSW Government will increase their infrastructure build, police enforcement, their education campaigns and investment in safer vehicles and technology, to continue to try and save lives.

“For road safety, people need to make smarter choices and think about all the other innocent road users around them,” Mr Gay said.

The Towards Zero advertising campaign will begin on 29 May.