Croydon’s road safety team has launched a publicity campaign to highlight the issue of adult pedestrian casualties, and to encourage drivers and pedestrians to look out for each other.
The campaign is based on a ‘shared responsibility’ approach to improving pedestrian safety.
It comprises three creative treatments highlighting the issues of alcohol-impaired pedestrians, pedestrians in a hurry and not paying sufficient attention, and pedestrians not being visible to drivers at night.
The campaign was developed by the road safety communications consultancy Stennik in consultation with a number of road safety teams. It follows a report published in 2013 by PACTS and Road Safety Analysis which looked at the issue of pedestrian safety.
The report, ‘Stepping Out’, highlighted that 68% of all pedestrian casualties are adults and suggested the highest risk period for adults is weekend evenings, after consuming alcohol. The report also suggested that separate safety measures and interventions are required for adult and child pedestrians.
The campaign is running on buses across Croydon for the four-week period 6-31 January inclusive.
For more information about the Croydon campaign contact Johnny Hoskin from Croydon’s road safety team.
For more information about the cost of participation etc contact Sally Bartrum at Stennik on 01379 650112.
Hi all and thanks for your comments – it’s good to see that our campaign has prompted some debate about the subject of pedestrian casualties, but I’d like to clarify a couple of points.
Bob:
While it might be good from a road safety perspective if more people wore hi-vis clothing, in reality we know that people going for a night out in town with friends are very unlikely to do so. That’s why our posters don’t show people in hi-vis, or carry a message asking people to wear hi-vis – that would be unrealistic. Instead, the campaign presents the facts about the heightened risks pedestrians face in hours of darkness, and asks drivers and pedestrians to look out for each other.
Herbie:
The campaign strap line clearly asks drivers and pedestrians to “look out for each other”, and as such I’m not sure how you have come to the conclusion that the campaign “is an attempt to shift blame from the dangerous vehicles that cause the damage to the victims”?
Sally Bartrum, campaign manager, Stennik
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This attitude is an attempt to shift blame from the dangerous vehicles that cause the damage to the victims!
Herbie, Surrey
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Rule 3 of the Highway Code says that pedestrians should wear reflective sashes or armbands after dark, yet less than 0.1% of pedestrians follow this rule. That said, the ad on the back of the bus says that 1 in 10 pedestrian casualties are alcohol impaired, this means that 90% are not.
Pierre Daem
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Be bright be seen, wear day glo… except it doesn’t always work. Best to illuminate yourself as much as is possible, moving. I think that at least one of the persons portrayed on the bus should have been wearing some illumination to show how much of a difference it makes. White or red lights will or should attract the attention of most vehicle drivers.
bob craven Lancs
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