A future with zero serious injuries or deaths on our roads.

Vision Zero is a multi-national traffic safety initiative, founded in Sweden in the late 1990s. It’s based on the philosophy that no one should be killed or seriously injured within the road transport system. Ultimately, the main goal of Vision Zero is to achieve zero fatalities or serious injuries on the road.


In 2021, Parachute has launched a national awareness campaign to help Canadians understand that it is possible to #EndDeathsOnOurRoads. Based on findings from a Parachute 2021 national survey conducted by Ipsos on public road safety perceptions, the campaign aims to educate Canadians on common road safety misconceptions that contribute to injury and fatalities on the road, and work toward achieving Vision Zero in Canada by raising support for key initiatives, from speed reduction to infrastructure changes, that reduce traffic fatalities.

Over summer 2021, Bell Media is supporting this campaign through donated digital billboard space in Ontario and Quebec.

View the campaign videos, being shared on social media, in the resources section below on this page. Each video posting has notes that document the survey findings and statistics used.

Parachute’s national leadership in Vision Zero

In Canada, Parachute has taken the national lead to co-ordinate and share best practices among all the municipalities and communities seeking to improve road safety. On social media, we use the hashtag #ParachuteVZ to share information and encourage public support of Vision Zero.

Parachute Vision Zero works to:

  • Create and disseminate evidence-based Vision Zero resources and best practices in road safety.
  • Support urban and rural jurisdictions in their understanding and adoption of Vision Zero.
  • Connect key road safety stakeholders to increase the overall awareness and effectiveness of the Vision Zero approach.
  • Support data-driven approaches to road safety.

Why Canada needs Vision Zero

In 2018, transport incident injuries led to:

  • 1,759 Canadians killed on our roads
  • 23,872 hospitalizations and 366,444 emergency department visits
  • 379 pedestrians and cyclists killed
  • Total cost of transport incident injuries: $3.6 billion

Speeding, distracted driving and impaired driving

  • 80 per cent of fatally injured drivers ages 18 to 34 were speeding, according to the Traffic Injury Research Foundation
  • 21 per cent of fatal crashes and 27 per cent of serious injury collisions involved distraction, according to Transport Canada
  • 4 Canadians die, on average, each day in collisions involving drugs or alcohol, as reported by MADD

International results for Vision Zero

Sweden made a Vision Zero commitment more than 20 years ago and, as a result:

  • Traffic deaths per 100,000 inhabitants in Sweden has fallen by 68 per cent between 2000 and 2019
  • Road deaths of children under seven have plummeted: in 2012, only one was killed, compared with 58 in 1970.

In 2015, Edmonton became the first Canadian city to adopt Vision Zero. Between 2006 and 2018, traffic-related injuries and fatalities dropped by 60 per cent, as reported by The City of Edmonton.

Vision Zero has achieved international recognition and was identified as an effective policy to prevent road traffic injury by the World Health Organization in 2004. The Public Health Agency of Canada’s also references Vision Zero as an evidence-based solution for promoting health and well-being in Canadian Best Practice Portal.

The Vision Zero difference

Vision Zero critically analyzes the road system, reinventing system-wide design, practices and policies to lessen the severity of collisions and prevent serious injury and death on our roads.

Built on a systems-based approach, Vision Zero holds everyone accountable for their role in traffic safety.

  • Road users are responsible for abiding by the systems, laws and policies of the road.
  • Policymakers publicly voice their commitment to road safety and demonstrate this commitment in all policies.
  • Law enforcement strictly and equitably enforce road safety laws, such as those aimed at speed management and deterring impaired and distracted driving.
  • System designers work diligently to design or improve road infrastructure, redesigning it when it fails to keep road users safe.

The Vision Zero commitment

Components of a strong commitment

  • Action plan
  • Co-operation and collaboration
  • Community engagement
  • Data-driven
  • Equity
  • Multi-disciplinary leadership
  • Political commitment
  • Systems-based approach
  • Transparency

Key activities

  • Advocacy for policy change
  • Enhanced regulation and enforcement
  • Raising public awareness and commitment to road safety
  • Road infrastructure changes

Focus areas

  • Continued leadership, collaboration and accountability among all stakeholders
  • Enhancing the safety of vulnerable road users
  • Leveraging innovative technology (red light cameras, automated speed enforcement)
  • Improving road infrastructure for all road users
  • Increasing enforcement of laws to manage safe speeds and reduce impaired and distracted driving
  • Positioning road safety as a top priority in policy-making
  • Strict vehicle regulation and testing