Rudy Malfabon, director of the Nevada Department of Transportation, said officials statewide are developing strategies aimed at cutting all annual fatalities in half by 2030. Meanwhile, he's pushing the campaign.
"Ultimately, reaching zero fatalities relies on each and every person," he said. "When we think of ourselves, our friends and our family, one traffic death is too many. That's why it is so important that we each be safe every time we're on the road."