MADD was effective at getting drunk driving legislation passed in the states, and likes to claim responsibility for decreasing automotive deaths by one half.
There are people out there who aren't shrugging their shoulders and are actively doing something about people dying in cars.
30,000+ people die in cars every year in the United States. That's roughly the same number killed by guns but how many news stories do you see about car deaths?
We already shrug at the idea of people dying in cars everyday.