Vision Zero: Kent’s ‘ambitious target’ to eliminate road deaths by 2050

15 September 2021

Kent County Council has revealed details of its strategy to eliminate road fatalities by 2050. 

Under the banner ‘Vision Zero’ it commits to a wide-ranging response to try to dramatically reduce deaths and serious injuries over the coming decades. Based on delivering a Safe System Approach. Community engagement is at the heart of this strategy; if Vision Zero is to succeed it will depend on Kent’s public sharing KCC’s ambition.

Launching the plan HRH Prince Michael of Kent opened the launch event during which David Brazier, KCC Cabinet Member for Highways & Transport said: 'Vision Zero is a hugely ambitious target, but we have to be ambitious when it comes to human lives being lost on our roads. The vision acknowledges people make mistakes and sets out our aim to ensure these mistakes do not cause a death or a life-changing injury. This is about a recognition that deaths on the road are not acceptable'.

Central to the plan is a focus on encouraging businesses that use lorries and vans to purchase vehicles with the best possible safety equipment. 

An ITV report on the launch is available here.