The Transport Accident Commission (TAC) in Victoria, Australia, is working with the Victoria government to run “Towards Zero”, an integrated advertising campaign asking Victorians to consider what it would be like to lose their loved ones on the roads. At the heart of the campaign is a television commercial in which Francisco, a Melbourne local, is surprised to see 70 members of his family appearing to represent his estimate of an acceptable annual road toll. “There’s no one someone won’t miss”, the tagline of the campaign, challenges viewers to work towards a road toll of zero.