Target Zero is a part of Washington State Traffic Safety Commission’s initiative to improve road safety and reach the goal of zero traffic deaths and serious injuries on Washington’s highways.

Launched just ahead of the holiday season, the Hero Campaign was designed to rally Washingtonians to take action by preventing impaired individuals from getting behind the wheel. The campaign features bold, eye-catching visuals portraying everyday people as heroes—complete with symbolic elements like capes and muscles—paired with a clear message about the importance of stopping drunk or impaired driving. Each graphic includes a strong call-to-action, encouraging viewers to share their own stories in the comments. These personal stories are later spotlighted in campaign graphics and promoted on social media to inspire others to follow the Hero example and help save lives.