Six families a week receive news a loved one has died in a car accident, which campaigners say shows everyone has a hand in road safety.
So far this year, 129 people have died in 115 fatal crashes. Last year, 319 people were killed.
Police, the fire service, St John, the Wellington Free Ambulance and road safety charity Brake NZ are pushing the public this Road Safety Week to make pledges to driving safely.
"We've all heard the message that everyone has a part to play in road safety, but there are still drivers who use roads without care for others and the consequences can be tragic and horrific," Brake NZ director Caroline Perry says.
"People killed and badly injured, lives ruined forever, all because of a moment of inattention, impatience or a bad decision."
Police national road policing operations manager Inspector Peter McKennie says this week is a good time for drivers to think about their habits and their ability behind the wheel.
Police are frustrated that simple road safety rules are not being followed, including the wearing of seatbelts. About 40 percent of people in cars who have died on the roads this year weren't wearing seatbelts.
"Seatbelts save lives, it's a no-brainer," Insp McKennie says.
"It's disappointing and frustrating that in 2016 we still have people not taking the extra few seconds to protect themselves by doing something as simple as buckling up, especially when everyone knows it saves lives."
He says drivers should realise every piece of road is part of a community.
"All drivers are part of that community even if they're only passing through," Insp McKennie says.
This is the fifth Road Safety Week.
Part of the campaign is to get people to be a #roadsafetyhero by driving: