In fact, traffic injuries are now the leading killer of people aged between 5 and 29, including a disproportionate number of pedestrians, cyclists and motorcyclists – especially in developing countries. Over 90% of all accidents are caused by driver error, such as poor anticipation, inappropriate reaction to a hazard or violation of road traffic laws . Excessive speed is the main factor in 30% of fatal accidents, while distraction causes 10-30% of road deaths. Equally worrying is the fact that 25% of all road fatalities in Europe are alcohol-related. Road safety is a shared societal responsibility, and influencing the behaviour of road users – including pedestrians and cyclists – offers by far the biggest potential for improving road safety. Here are 12 simple steps all drivers can take to help make the world’s roads safer.