The Insurance Corporation of British Columbia (ICBC) and police have launched a pedestrian safety campaign in response to a rise in pedestrian injuries and fatalities on the road at this time of year.

According to the ICBC, nearly half – 43 percent – of crashes involving pedestrians happen between October and January as visibility and weather worsen in B.C. with distracted driving and failing to yield the right-of-way being the top contributing factors for drivers in pedestrian related crashes.

Now ICBC and police are asking drivers to reduce their speed when pedestrians are present, be ready to stop for pedestrians, and focus on the road.

As part of the campaign ICBC and volunteers will be handing out safety reflectors throughout B.C. to help increase visibility of pedestrians for drivers.

“We all need to do our part to improve pedestrian safety on our roads this fall,” said To​dd Preston, President of the BC Association of Chiefs of Police.

“The days are getting shorter which means pedestrians will be navigating roads in the dark. When driving, please take extra time to look for pedestrians, especially at intersections. As a pedestrian, use designated crosswalks, make eye contact with drivers and wear light colours and reflectors.”