Goal of zero traffic fatalities in 10 years in Chicago

I thought this was interesting: http://www.treehugger.com/bikes/chicago-aims-zero-traffic-fatalities-within-10-years.html
I doubt they can bring it down that much throughout the city in only ten years. It seems like too short a time period.
I think landscape architects could play a huge role in this, though. Part of reducing fatalities is accepting that city streets are public space, not just traffic corridors, and we will be far better at designing streets as public space than engineers.