A new campaign is being launched by the Road Safety Authority aimed at reducing the number of road fatalities to zero by 2050.
The campaign is focused around the story of Mary Ward, who was the first person in the world to die in an automobile incident, which occurred in Birr, Co Offaly, in 1869.
The RSA is calling on road users to look at their own behaviour on the roads and make one positive change that would contribute to safer roads.
As of yesterday, a total of 130 people have died on Irish roads, which is 25 more than the same period in 2022.
Over a six-day period in August there were 11 deaths on the roads, including two separate incidents in Co Tipperary, just four days apart, which claimed the lives of seven people.
Road Safety Authority Ireland CEO Sam Waide said the Vision Zero campaign is a call on the public to reach the goal of seeing the last death on the roads in Ireland.
Speaking on RTÉ's Morning Ireland, he said: "It's a call on the public to work together, so that we can actually see our last road death in Ireland".
Mr Waide said Vision Zero was launched in 2021, so this is a "relaunch and a refocus on the public on everyone" to change their behaviour.
"Start the conversation of what is that one thing you would change as an individual, and together and collectively Vision Zero is possible, and we can deliver it.
"We have successfully deliver reductions in the past and we're capable of doing it again".
Mr Waide added that there has been a "disturbing and really concerning increase in collisions, in serious injuries and fatalities, and behaviours have changed.
"The global pandemic changed the world in many ways, but it also changed behaviour. Some behaviours for the better, but ... the trend has been increasing in terms of fatalities and serious injuries and this is where we need to recalibrate and refocus all of our efforts as individuals in terms of working together to actually change that behaviour. And that's before any authority or enforcement or actions are taken."
Tánaiste Micheál Martin said it is "extremely worrying" that so many people have died on the roads this year.
Speaking on RTÉ's Morning Ireland, he said Minister of State at the Department of Transport Jack Chambers "is committed to stronger enforcement".
Under plans being developed by the Government, speed limits on many roads are set to be reduced.
Mr Martin said: "We really have to strengthen enforcement and we will change the law in respect of rural roads in the autumn session."
