The transport agency can't promise there'll be no road deaths in 28 years' time. 

An awareness campaign has been launched for the Government's Road to Zero campaign. 

Its target is zero road deaths and serious injuries by 2050, and a 40 percent reduction by 2030.  

Waka Kotahi Director of land transport Kane Patena told Heather du Plessis Allan the first phase of the campaign will give the overall goal some credibility. 

“If we’re able to demonstrate, through delivering what’s currently set out for us in the ‘Road to Zero’ strategy, and we’re able to deliver that 40% reduction, all of a sudden what might seem impossible might indeed become possible.” 

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