ICBC launches pedestrian safety campaign, as days get darker

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VANCOUVER (NEWS1130) – Be alert and make eye contact with drivers. That’s the message of a new pedestrian safety campaign in BC.

Jill Blacklock with ICBC says distraction causes most accidents involving pedestrians.

“That is really the purpose of our campaign today and going forward, as well… that there is shared responsibility when you are on the road for both the pedestrian and the motorist. There are things that we can do very simply on both sides of it that will help [keep] us safe on the road.”

Chief Neil Dubord with Transit Police says the campaign kicks off with three initiatives.

“The first part is the distribution of personal reflectors, which will help pedestrians to be better seen by drivers. The second piece is safety tips. We will be giving out safety tips to all the pedestrians to assist them in how to make sure that they improve their safety. Thirdly, advertising on the buses at select SkyTrain stations around the Lower Mainland.”

He adds nearly one in five people killed in car crashes in BC are pedestrians and most of those deaths are preventable.

“The impending switch from Daylight Saving Time — shorter days and more severe weather — increases the need for drivers to concentrate on the road and watch for pedestrians and cyclists,” explains Justice Minister Suzanne Anton.

“Keep in mind that distraction is the second-leading cause of traffic fatalities and a top contributing factor in vehicle-pedestrian collisions. It is more important than ever to pay attention to the road and to others on the roads,” says Anton.

Seventy-six per cent more pedestrians are injured in crashes in the fall and winter compared to the summer months in BC and this new push from ICBC,Transit Police and TransLink hopes to reduce that number.

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