The City of Kitchener has released a powerful new Vision Zero street safety video as part of a new public education campaign aimed at reducing serious injuries and death due to traffic collisions to zero in our community.  

The video sends a strong and impactful message that traffic collisions are not accidents and always have a cause, which means they can be prevented. This video is the first of three and sets a foundational message of the Vision Zero strategy. Future videos will focus on specific driving behaviours and will be released later this year. 

“Traffic safety throughout the City is one of the things members of Council hear the most about from the community we serve, largely due to high-risk driving behaviours including speeding and aggressive driving," said Mayor Berry Vrbanovic. “Changing these types of driving behaviours is a priority for all of us on Kitchener Council and this new campaign will serve to remind every one of us that we all have a role to play in making our streets safer for our communities, neighbourhoods and families.” 

The Vision Zero strategy, approved by Council in 2022, continues to be implemented. Earlier today, staff provided the City’s community and infrastructure services committee with a progress update related to the five components of the strategy, including: evaluation, engineering, enforcement, education, and engagement. 

“The Vision Zero strategy sends a strong message: no loss of life on our city streets is acceptable," said Margaret Johnston, Ward 8 councillor and chair of the community and infrastructure services committee. “The new public education campaign reminds us of this as we work to reduce fatal traffic collisions on our streets and in our neighbourhoods.” 

The street safety campaign also invites drivers to share their best driving and street safety tips via comments, photos or video on the City’s Engage Kitchener page at

The Vision Zero concept was first introduced in Sweden in 1997 and has since been adopted by municipalities around the globe.  The City of Kitchener’s Vision Zero strategy is supported and guided by the project team including the Waterloo Regional Police Service, Region of Waterloo Public Health and Paramedic Services, Student Transportation Services of Waterloo Region, the City of Waterloo, and the University of Waterloo. 

To learn more about the City’s Vision Zero strategy and the video, visit 

For more information, contact: 
Shawn Falcao 
Manager, Corporate Communications