A campaign has launched in British Columbia to help protect pedestrians as weather conditions worsen and the risk of pedestrian crashes increases.

According to the Insurance Corporation of British Columbia (ICBC) between October and January, pedestrian fatalities increase by an average of 54 per cent in B.C.

The organisation has teamed up with police to urge drivers and pedestrians to play their part to help prevent crashes.

They are calling on drivers to be ready to yield to pedestrians near crosswalks, transit stops and before turning at intersections.

Pedestrians can help stay safe by making eye contact with drivers, using designated crosswalks and watching for vehicles turning at intersections.

ICBC and community policing volunteers will be handing out reflectors and providing safety tips in high pedestrian traffic areas across the province to help pedestrians stay visible.

The ICBC said distracted driving and failing to yield the right-of-way are the top contributing factors for drivers in crashes with pedestrians, with 80 per cent of crashes involving pedestrians happening at intersections.

​“As weather conditions begin to shift and daylight hours decrease, drivers and pedestrians should use extra caution on the road,” said Lindsay Matthews, ICBC’s Vice-President Customer Experience & Public Affairs.

“Crashes involving pedestrians are highest between 3pm and 6pm every day when many of us are commuting home. Whether you’re a pedestrian or a driver, always remember to scan your surroundings and avoid distractions. It’s important we all do our part to keep our roads safe.”