ICBC launches pedestrian safety campaign

Photo credit: ICBC

FORT ST. JOHN, B.C. – ICBC is reminding drivers to watch for pedestrians and pedestrians to watch the road, especially with seeing a spike in pedestrian related accidents at this time of year when the weather changes and the skies get darker.

On average, 59 pedestrians are killed and 2,300 injured in crashes every year in B.C., with almost half of these fatalities (46%) occurring between October and January.

They say pedestrians can remain safe by making eye contact with drivers, wearing reflective clothing and keeping eyes on the road.

ICBC will be distributing reflectors and safety tips through community policing volunteers across the province in areas with high volumes of pedestrian traffic.

Over 100 pedestrian and cyclist projects were completed last year including crosswalks, sidewalks, countdown timers and pedestrian activated flashing crosswalk through ICBC’s road improvement program. Around 70% of pedestrian related crashes occur at intersections.

This year’s pedestrian safety campaign will feature radio advertising aimed at drivers and transit advertising aimed at pedestrians in the highest pedestrian crash areas of the province.

Lindsay Matthews, ICBC’s director responsible for road safety, says that pedestrians and drivers both need to watch the roads.

“We’re urging both pedestrians and drivers to do their part to keep our roads safe this time of year,” said Lindsay Matthews, ICBC’s director responsible for road safety. About 70 per cent of pedestrian crashes happen at intersections, and while there are cameras at 140 intersections across B.C., it’s important for drivers to slow down every time and for pedestrians to stay focused on what’s going on around them.”

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