Waikato police are concerned about the number of pedestrians dying on the region's roads, as the latest victim's name is released.
Rowan Fraser Humffreys, 27, died after he was struck by an oncoming taxi van as he stood in the road on Thackeray St in Hamilton about 3.30am yesterday.
Waikato Road Policing Manager, Inspector Leo Tooman, said Mr Humffreys' death was the third pedestrian fatality in the central city so far this year and the fourth in Hamilton overall.
Mr Tooman said Mr Humffreys was the seventh pedestrian to die on Waikato roads over the same period.
"Behind the numbers are names that belong to people who have families who will all be missing loved ones this Christmas."
Mr Tooman said pedestrians needed to take responsibility as well as drivers.
"We'll be concentrating on speed and red light runners or those who fail to stop or give way however pedestrians can help make their environment safer by crossing at controlled intersections or pedestrian crossings and wearing bright clothing.
"Several of our pedestrian deaths in the Waikato have happened at night and also involved victims who had been drinking, not only do we need to avoid drinking and driving we need to consider the wisdom of walking on the road after having a few drinks."