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ICBC Launches Pedestrian Focused Campaign

The Insurance Corporation of British Columbia (ICBC), police forces and the B.C. government recently launched a month-long campaign focusing on the failure to yield and other high-risk driving behaviour. Their aim is to reduce the number of motor vehicle accidents involving pedestrians.

In their May 5, 2015 press release, ICBC noted that every year, 1,300 pedestrians are injured or killed in crashes at intersections in B.C., according to an ICBC-reported five-year average from 2009 to 2013.

"High-risk driving, which includes failing to yield, speeding, following too closely and ignoring a traffic control device, contributes to almost half (43 per cent) of all police-reported crashes that result in injuries or fatalities each year in B.C.," the ICBC said in the release. "Making a safe left-hand turn at an intersection can be difficult. We're asking drivers to not let pedestrians be in their blind spot and to always be ready to yield to other vehicles, pedestrians or cyclists."

Police across the province will be stepping up enforcement during the month of May targeting all high-risk driving behaviours. Speed Watch volunteers will also be set up in B.C. communities to encourage drivers to slow down. The campaign also includes new radio and interactive digital advertising and social media.

If you have any questions please contact us here.

High-risk driving in B.C. (ICBC)

High-risk driving in B.C. (infographic) ICBC 

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