We hear and read about it every day yet motorists and pedestrians alike do not heed the warnings as the road fatalities continue to escalate.
Today, the Fiji Police Force has come out strongly, calling on pedestrians to wear colourful or bright clothes if they are walking along the road at night.
This comes as the current road death toll stands at 27 compared to 30 for the same period last year and according to Police 17 have been pedestrians between January to date.
Earlier estimates show that $35 million is lost every year because of road fatalities through loss of employment, life, education and property. In Fiji, around 50-60 people die on our roads on average every year.