Road deaths and serious injuries are not just unfortunate accidents. They are predictable, preventable, and unacceptable. Evidence shows that setting a road safety target is an effective way to reduce the number of people killed and seriously injured in traffic crashes. That is why the Towards Zero Foundation’s #50by30 campaign calls for a new target to halve road deaths and serious injuries in a new decade of SDG action for road safety to 2030. A new target and a new decade of action will help to save 675,000 lives a year, accelerate progress in global road injury prevention, and work towards a world eventually free from road fatalities and serious injuries.