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Awareness is the crux of the matter, but may be the most difficult change to implement.
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Awareness, I'll admit, is difficult to change but look at something just as big like smoking and tobacco. With time and attention to the right details, and information, and truth to the public they start to get it. Remove the "fashion" element of horsepower and speed. Slowly, over time as not to shock or scare anyone into rebellion. Already, by pushing the eco/green idea things seem to be catching on with the general public. They need to understand that they can truly help just by driving with greater attention, no distractions, less speed and drive smaller cars.
Is their any data on horse and buggy related deaths before automobiles?
Chances are it would be proportionality similar.