Adult pedestrian campaign


This campaign aims to increase the awareness of both pedestrians and drivers of the increased risk of adult pedestrian casualties when they are in a hurry, in the dark or impaired by alcohol.

It focusses on three pilot areas where adult pedestrian casualties are most prevalent – Colchester, Basildon and Southend-on-Sea – and the three most common causes of vehicle and pedestrian conflicts in these areas:

• Driver or pedestrian failed to look/see
• Pedestrians careless/in a hurry
• Pedestrians impaired by alcohol.

A report published by PACTS in 2013 (Stepping Out) showed that nationally 68% of all pedestrian casualties are adults. The report identified that pedestrians were at highest risk on weekend evenings after consuming alcohol, and during late evening/night time.

SERP data shows:

• 43% of pedestrian collisions involve the injured pedestrian failing to look properly.
• 15% involve pedestrians who are careless, reckless or in a hurry.
• 14% involve a failure to judge the path or speed of a vehicle.
• 10% involve crossing when masked by a parked or stationary vehicle.
• 12% of all pedestrian collisions occur in rural areas, but 35% of fatal pedestrian collisions occur in rural areas.
• 87% of pedestrian collisions occur on 30mph roads and 80% are on single carriageway roads.