ICBC Helping Provincial Pedestrian Safety Campaign

Published: October 18, 2016

Updated: July 24, 2018

Author: Luke Jones



British Columbia’s provincial insurance company has launched a new pedestrian safety campaign. The Insurance Corporation of British Columbia (ICBC) says it will work with the government and local police forces to help drivers say safe. In a press release, the insurance provider points out that “crashes involving pedestrians spike at this time of year.”

Every year there are 59 (average) pedestrians killed and 2,300 injured (average) in B.C. each year. However, 46 per cent of fatalities occur between October and January. The ICBC says it bases its data on a five-year average from 2011 to 2015. Regionally, in the Lower Mainland, averages show that 1,600 pedestrians are injured in 2,200 crashes every year. On Vancouver Island, 290 pedestrians are injured in 380 crashes every year. In the Southern Interior, 230 pedestrians are injured in 290 crashes every year. And in Northern B.C., 70 pedestrians are injured in 92 crashes every year. All figure present the five-year average.

The annual pedestrian safety campaign will focus on educating drivers and pedestrians about safety measures. Radio advertising will target drivers and physical advertising will be used at dangerous intersections to help pedestrians.

Intersections are consistently hotspots for pedestrian collisions, adds the ICBC. The province has been working with police and the insurance provider since 1999 to help make intersections safer. This initiative has included setting up 140 camera at the most dangerous intersections.

The ICBC says wearing reflective clothing, remaining focused, and maintaining eye contact can help reduce the chance of collision. To help, the corporation will hand out reflectors to pedestrians and offer tips and advice about safety.

“Fall brings less daylight and weather changes, including rain and fog, which means visibility can be poor this time of year,” said Todd Stone, B.C.’s Minister of Transportation and Infrastructure, in the release. “Drivers need to be especially cautious at intersections and look out for pedestrians. As pedestrians, it’s critical we do what we can to be seen by drivers.”