Towards a zero road death and injury road toll is the major goal of the Road Safety Advisory Council. The Motor Accidents Insurance Board funds an integrated approach – enforcement and education – to achieving that goal. The MAIB funds 16 traffic police and public education (advertising) campaigns. The biggest causes of death and injury are speed, drinking and driving, and inattention. The Council’s advertising campaigns are targeted at addressing the main causes of road crashes: road users’ behaviours and attitudes.  The long-term goal is to make unsafe driving socially unacceptable.