Check Before You Step Lifesavers Event
The Pedestrian safety ‘Lifesavers’ campaign was an interactive event to remind Pedestrians to pay more attention when crossing the road. Six ‘Lifesavers’ were out at key intersections interacting with the public and handing out postcards with information about Pedestrian related crashes in Auckland.
These events were held between the 12th – 16th of December targeting Christmas shoppers and the 27th February – 2nd March 2012 targeting University Students. Based on crash analysis and crash reduction studies, teenagers and young adults are one of the groups most likely to be involved in Pedestrian related crashes in Auckland.
This campaign was a reminder that Pedestrians are vulnerable on our roads. It is because of this vulnerability that Pedestrians should be extra aware whilst crossing roads. Too often we see Pedestrians involved in crashes who are distracted by mobile phones and music devices.
The ‘Lifesavers’ campaign was designed to support the Regional 'Check Before You Step' Pedestrian safety campaign which targets both Pedestrians and Drivers for increased Pedestrian Safety (LINK to regional campaign).
The campaign was positively received, especially by University students. It was great to see public participating to this fun and interactive event which also delivers an important message to all Pedestrians.
Check Before You Step Mariachi Event
At the 'Check Before You Step' pedestrian safety campaign’s launch a mariachi band played as pedestrians crossed the road in Queen Street, Auckland. The band played when the lights turned green and stopped when they turn red. The band is a fun interactive way for Auckland Transport to reach its key audience.
This campaign targets teenagers and adults who are the group most likely to be involved in accidents with cars especially within town centres including Auckland's CBD.
Poor observation and failure to give way were the two most common factors in pedestrian injury crashes the last five years. Pedestrian factors made up of 1,569 crash factors. Walking heedless of traffic (394), running heedless of traffic (445) and stepping out from behind vehicles (175) were the three highest pedestrian factors.
Other key research facts:
1,640 injury crashes involving pedestrians - NZTA's Auckland Region Injury Crash Data for the period of 2005 to 2009
52 fatally injured pedestrians, 393 with serious injuries and 1,246 with minor injuries
41 per cent of injury crashes in the Auckland region involving pedestrians occurred at an intersection
Auckland CBD has the highest number of pedestrian injury crashes, with Queen Street, K Road and Hobson Street being the highest intersection crashes.
The campaign will run for six weeks and be re-visited during the Rugby World Cup when visitor numbers are expected to increase dramatically. By using a cascade of media messages including bus backs and bus shelters (around key town centres and pedestrian routes), it is hoped to raise awareness among pedestrians to cross safely and for motorists to slow down.