ICBC opens campaign for pedestrian safety

Published: October 17, 2017

Updated: July 24, 2018

Author: Luke Jones

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The Insurance Corporation of British Columbia (ICBC) has announced a collaboration with the provincial police and government to launch a pedestrian safety campaign.

“Alarmingly, a disproportionate number of pedestrian-related crashes and injuries happen in just four months of the year – 43 per cent of all crashes that injure pedestrians happen between October and January as visibility and conditions get worse,” ICBC said in a press release.

The Crown corporation says despite rising auto collisions, pedestrians remain the “most vulnerable road user”. “These preventable crashes are also contributing to the rising number of injury claims in our province – the largest single cost pressure on B.C. insurance rates,” the insurer stated.

As winter approaches, visibility will be hampered by darkness and weather conditions such as rain and snow. In its advertising campaing, the ICBC tells drivers:  “you see pedestrians when you really look for them. Keep your eyes on the road: take a break from your phone, be extra alert at intersections and be ready to yield the right-of-way to pedestrians.”

The insurers tells pedestrians to “take extra care to help drivers see you” by focusing on the road and making eye contact.

Alongside the campaign, ICBC is working to make roads safer for vulnerable road users. The company started the program last year and is bringing it back this year. During the first year, the ICBC invested in 160 pedestrians and cyclist-related projects in the province.

The company points out 59 pedestrians are killed in British Columbia each year, while 2,500 are injured. Intersections are particularly dangerous, with 76% of accidents occurring at intersections.