It’s nothing new, we’ve heard it before and most people won’t even think that it is aimed at them.

But after another horror weekend where eight people died in crashes, five in the western region, it’s probably time people paid attention.

What police are asking isn’t unreasonable and really should be second nature. Don’t speed, don’t drink-drive, wear a seat belt and don’t drive when tired.

However the police statistics show that people aren’t getting the message and if that wasn’t enough, the rising road toll proves it.

A total of 320 people have died on NSW roads in 2016, 38 more than the same period last year. And unfortunately, the western region is over-represented in that figure.

That doesn’t even include the number of people who have been seriously injured.

Traffic and Highway Patrol Acting Commander, Assistant Commissioner Michael Corboy summed it up perfectly when he addressed the media about the high number of fatalities on Monday.

“Before you venture out on the road, ask yourself the question; What can I do today to survive? What action can I take to ensure that I, and people around me, are not at risk of being injured or killed on the road?” he said.

“This effort is a combined one. We have to work together to end the tragic and avoidable deaths on our roads. We’re doing our best and we’re calling on you, the driver, motorbike rider, cyclist and pedestrian, to work with us.”

Police are aiming for a road toll of zero. Unfortunately, while it is a nice aim, that is unlikely to happen. There are more cars than ever on the road and that number will continue to grow.

As long as human error can have an impact, it will be impossible to eliminate road deaths. But that shouldn't stop police from trying.

However their efforts are being undermined by the people who wilfully hop behind the wheel after they have been drinking or taking drugs, speeding or using their mobile while driving.

That decision to take a taxi home from the pub, stick to the speed limit rather than driving 10 kilometres over, or waiting until after a good night of sleep to start a trip could be a good one. It could save your life, the lives of your family, and other motorists.