Thursday marks European Day Without A Road Death - or EDWARD.
It is is taking place across Europe to raise awareness of road safety and reduce the number of people killed every day on the roads.
The project has the support of senior politicians, police chiefs, policy makers and road safety professionals.
The European Traffic Police Network (TISPOL) believes it is vital to gain the support of national governments, as well as winning hearts and minds of individual road users, in order to bring about sustained and significant reductions in death and injury on Europe's roads.
TISPOL President Paolo Cestra says: "The tragic toll of road deaths is seen every day by police officers and collision investigators.
"Every day across Europe, around 70 people will set off on road journeys, but they won’t make it home.
"That means 70 families will receive a knock at the door with the life-shattering news that they have lost a loved one in what was most likely an entirely preventable crash.
"With every road death, so many other lives are fractured and ruined. Quite simply we do not want that to happen to any family, and we will do everything we can to reduce the toll of road fatalities. "
"A day without a road death is of course the vision we should strive for every day, not just on September 21st".
Records show that a total of 43 people died on European roads on September 21st 2016.
— An Garda Síochána (@GardaTraffic) September 21, 2017
— RCPI (@RCPI_news) September 21, 2017
— Dublin Fire Brigade (@DubFireBrigade) September 21, 2017