Achieving the vision of zero traffic fatalities and serious injuries is a shared responsibility. We now recognize that achieving this vision requires a paradigm change to the Safe System Approach. This approach recognizes that traffic fatalities result from how our transportation system is designed and managed. Thus, we need to engage in 'systems thinking' to develop integrated plans that change the system interactions that influence our traffic safety goals. This change depends on creating a strong traffic safety culture that can motivate and sustain this change. Dr. Ward is an expert in implementing the Safe System Approach, which depends on transforming traffic safety culture amongst road users and within traffic safety organizations. He founded Safe System Solutions LLC, which is helping develop Strategic Highway Safety Plans for California, Kansas, Minnesota, Montana, Oregon, Washington, and Canada.