The Sydney Swans have joined forces with other sports stars and the NSW government to highlight an “unacceptable” spike in the road toll.

The New South Wales road toll has risen to an alarming 164 deaths in the first six months of 2016 – that’s 38 higher than at the same time last year.

In a united show of support for road safety, Sydney Swan Dan Robinson joined representatives from the GWS Giants, Western Sydney Wanderers and NSW cricket, along with NSW Deputy Premier and Minister for Police Troy Grant and NSW Minister for Roads Duncan Gay in Parramatta on Wednesday.

To raise awareness the government has launched a Towards Zero campaign, which promotes road safety through a range of advertising and social media initiatives.

Swan’s midfielder Dan Robinson says the message is important.

“Any death on our roads is one too many, and from the sounds of it, the community has become complacent,” Robinson said.

“By supporting the government’s Towards Zero campaign the Swans hope it will start a conversation and highlight the role everyone can play preventing road trauma – it’s really up to all of us.”

The Towards Zero advertising campaign will begin on 29 May.