Approximately 549 people died in traffic crashes on average each year from 2011 to 2015. Because most traffic crashes are caused by motorists' behavior such as speeding, driving while impaired and not wearing safety belts, we know that most of these deaths were preventable.

To deliver the message that even one preventable death is one too many, the Wisconsin Department of Transportation and our traffic safety partners have launched this campaign. We will demonstrate clearly and intensely how simple changes in driving behavior and habits—changes we can all live with—will prevent motorists from injuring and killing themselves or others.

Simply put, in Wisconsin, the only acceptable number of traffic deaths is zero.

According to the state's Highway Safety Plan, the vision for the Department of Transportation, Bureau of Transportation Safety is zero fatalities. Wisconsin does not tacitly accept deaths and injuries; its citizens and state policy makers work toward achieving zero fatalities and incapacitating injuries on our roadways. Our vision is that any preventable death is one too many and we work toward saving as many lives as possible using the resources available.