Office of Highway Safety Upgrades “Walk Smart, Arrive Alive” Campaign to Increase Safety Over Memorial Day Weekend

Strategic enhancements to the pedestrian safety campaign leverage grassroots influence and broad communications reach throughout Delaware

DOVER, DE. (May 27, 2021) — This Memorial Day, The Delaware Office of Highway Safety (OHS) is bringing back its “Walk Smart, Arrive Alive” campaign — with a few additions designed to expand its reach and impact on some of the most at-risk pedestrian populations in the state. Implemented in partnership with the Delaware Department of Transportation (DelDOT) and Delaware Authority for Regional Transit (DART), the communications campaign aims to discourage risky pedestrian activities and encourage the adoption of safer walking habits that can prevent injuries and save lives long after the holiday weekend is over.

OHS is excited to add curbside art to the upcoming enforcement campaign, creating dynamic displays at busy transit and bus stops statewide that will cause pedestrians to “stop in their tracks” and think about ways their walking habits could put themselves as well as other pedestrians, drivers, and cyclists at risk of crashes. Like all other elements of the campaign, these installations will also provide tips and education to help Delaware residents, workers and visitors change behaviors and walk more safely to reduce pedestrian deaths.

The curbside art will be integrated with a comprehensive list of communications tactics — including digital advertising, paid and organic social media, public relations, and grassroots outreach — motivating pedestrians to “be bright” in what they wear and how they walk, every day and everywhere. Additionally, OHS has created a communications toolkit that partnering businesses and organizations, such as bars, restaurants, realtors, rental agencies, and housing authorities, will use to reach niche markets they serve with messaging that encourages pedestrian safety and discourages distracted driving. Grotto’s Pizza has also partnered with OHS by sponsoring a $100 gift card giveaway to motivate Delawareans to make a pedestrian safety pledge by texting WALK BRIGHT to 99000.

While every time of the year is important to the pedestrian safety initiative, OHS is looking at this Memorial Day holiday with a heightened degree of urgency.

“Pedestrian traffic is increasing, and more motorists are on the road as people are eager to make up for the lost time after the pandemic restricted so many activities,” said Kimberly Chesser, Director, Delaware Office of Highway Safety. “This Memorial Day will in many ways mark a return to normal and the ability for many to be able to relax and have fun again. And that can mean greater risk to pedestrians posed by everything from not paying attention to street signs to walking during the darkest hours of the evening without a flashlight and walking or driving while impaired. We have to get our message out in front of pedestrians and drivers — repeatedly and in a variety of places where they work, live, and play — to combat dangerous behaviors that can work against roadway and sidewalk safety.”

The “Walk Smart, Arrive Alive” re-launch is spearheaded by OHS and implemented by state and local law enforcement, and will run from May 28 – September 6 in Delaware beach communities and from July 15 – July 31 statewide and work to encourage safer roadways by reducing risk factors such as distracted driving, speeding, and driving under the influence.

Walk Bright pedestrian safety creative demonstrating walking bright at night with a flashlight and bright clothing in English
The “Cheswick the Crab” (featured image) and the “Walk Bright, Walk Smart” pedestrian campaign graphics will be featured in the statewide curb art installations this summer.

Delaware Statistics: Pedestrian Crashes

Data continues to show that New Castle County has a disproportionately higher number of pedestrian crashes, which in large part is attributed to the urban nature of the county. Kent and Sussex’s counties are roughly equal in the number of pedestrian crashes year-round, however, Sussex County tends to see an uptick during the summer months due to more residents and visitors heading to beach communities.

Pedestrian crashes peak around the evening rush hour, with the period of 5:00-7:00 p.m. seeing the greatest number of crashes. The period from 7:00-9:00 p.m. has the second-highest pedestrian crash rate.

While the most common factors contributing to pedestrian crashes involve individuals being under the influence, crossing outside of crosswalks, and wearing dark-colored clothing—in 2020 in Delaware, walking in unlit or dark conditions accounted for 55% of pedestrian crashes.

Additional statistics for the state include:

  • In 2019, pedestrian fatalities accounted for 24% of overall traffic fatalities.
  • In 2019, 50% of pedestrian fatalities involved impairment.
  • Pedestrian fatalities most often occur for individuals aged 35-54.
  • Since 2016, 85% of pedestrian fatalities occurred on roadways with a speed limit of 35 mph or higher.
  • Since 2016, 83% of pedestrian fatalities occurred in the dusk/dark lighting conditions.

Tips for Increasing Safety

OHS offers the following guidelines while walking along Delaware’s roadways:

  • Cross lawfully. Cross only at crosswalks or intersections with signals or traffic signs.
  • Be predictable. Follow the rules and obey signs and signals.
  • Look carefully. Watch for cars coming from all directions.
  • Avoid distractions. Turn off handheld devices when crossing the street.
  • Be visible. When walking at night, carry a flashlight, avoid wearing dark clothing, wear reflective items.
  • Use sidewalks. If there isn’t one, walk facing traffic, as far from traffic as possible.
  • Be patient. Wait for cars to stop before stepping into a crosswalk.
  • Be sober. Do not walk under the influence of drugs or alcohol.
  • Never assume. Make sure drivers see you by making eye contact before walking.

Key Enforcement Locations

OHS will fund pedestrian safety enforcement during the special enforcement periods (May 28-September 6 in Delaware beach communities and from July 1-July 31 statewide). An emphasis will be placed on these locations:

  • Central Newark (bounded by DE-896, Cleveland Avenue, Library Avenue, and Delaware Avenue)
  • Western Wilmington (south of Delaware Avenue, west of I-95 – summary analysis)
  • US-13/40 corridor
  • Limestone Road (DE-7)
  • Kirkwood Highway (DE-2)
  • Concord Pike (US202)
  • Philadelphia Pike (Business-13)
  • Middletown town limits

For more information on the campaign, statistics, and education on pedestrian safety, visit https://www.arrivealivede.com/Walk-Smart/.

Office of Highway Safety LogoAbout the Delaware Office of Highway Safety
The Office of Highway Safety (OHS) is committed to improving the safety of Delaware’s motoring public by focusing on behavioral traffic safety issues, such as impaired driving, seat belt use, speeding, child passenger safety, pedestrian and bicycle safety, motorcycle safety, and teen driving issues. Follow the Delaware Office of Highway Safety on ArriveAliveDE.comFacebookTwitterInstagram, and Snapchat.


I-95 Drive to Save Lives & Drive to Save Lives across Delaware – April 9th to 10th, 2021

Delaware- In 2014 the International Association of Chiefs of Police (IACP) initiated the “Drive to Save Lives” campaign to reduce deaths on U.S. highways. The campaign targeted distracted and impaired driving, speeding, the use of seatbelts and the unsafe driving behaviors of operators of large trucks and buses. A combination of education and awareness, partnering with other agencies, and high-visibility traffic enforcement were used to achieve the campaign goals. These successful efforts gave the IACP a desire to continue the campaign annually.

Delaware State Police have coordinated the “Drive to Save Lives” efforts at least once a year, specifically on Delaware’s portion of I-95 for the past several years. Working alongside DSP there are 14 other participating state police and highway patrol agencies that patrol portions of I-95. Over the past four years DSP has taken their campaign coordination efforts a step further. In 2017, DSP began requesting other Delaware law enforcement agencies having patrol-related duties to be included in the campaign. As a result, numerous agencies throughout the state have been participating in this campaign. This year is proving to become the greatest teamwork effort with at least 30 Delaware municipal agencies slated to participate in the April 9th and 10th campaign.

Delaware’s Office of Highway Safety has continued to be a supporter of the “Drive to Save Lives” campaign. All law enforcement agencies, along with the Office of Highway Safety, are looking forward to working together during April’s campaign. With the Office of Highway Safety’s assistance, Delaware’s participating law enforcement agencies are better able to supply personnel for these high-visibility patrols.

The Delaware Office of Highway Safety is pleased to support the Delaware State Police and municipal agencies from across the state in the “Drive to Save Lives” initiative. This is an opportunity for Delaware to participate in a nationwide event, focusing on multiple highway safety priorities, using data-driven enforcement methods and education to decrease the high-risk behaviors of drivers. These partners are committed to decreasing fatalities and serious injuries on our roadways and it’s initiatives like this that can help us achieve that goal,” Sarah Cattie, Traffic Safety Program Manager, Delaware Office of Highway Safety.

The Delaware State Police will be coordinating the I-95 effort, as well as the portion of the campaign that extends to other roadways throughout the state. DSP will be patrolling the state’s main corridors, while the municipal agencies will be patrolling their specific jurisdictions. The team of agencies will be highly motivated to perform traffic stops, educate operators, and issue citations. The ultimate goal is to provide education and enforcement that will lead to a decrease in the number of crashes throughout Delaware not only on April 9th and 10th, but into the future.

The Delaware State Police are proud to partner with our allied agencies around the State in the 2021 Drive to Save Lives campaign.  While utilizing education and proactive enforcement strategies, Troopers will engage motorists each day with the intention to enhance driver safety and reduce fatal and serious injury collisions.   Along with our highway safety partners, we are dedicated to this nationwide effort and to our shared goals of keeping Delawareans and our visitors safe.”  Colonel Melissa Zebley, Superintendent of the Delaware State Police

drive safe logo from the delaware state police

 

 

 

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About the Delaware Office of Highway Safety
The Office of Highway Safety (OHS) is committed to improving the safety of Delaware’s motoring public by focusing on behavioral traffic safety issues, such as impaired driving, seat belt use, speeding, child passenger safety, pedestrian and bicycle safety, motorcycle safety, and teen driving issues. Follow the Delaware Office of Highway Safety on ArriveAliveDE.com, Facebook, Twitter, Instagram, and Snapchat.


DelDOT Calls Attention to Employee Injuries, High Number of Overall Fatalities

For the second time in two weeks, a DelDOT employee was seriously injured on Harris Road near Townsend in New Castle County yesterday while mowing grass. The employee was flown to the hospital as a result of the injuries he sustained and remains hospitalized. The driver was charged with driving without a license, not having insurance, and inattentive driving.

“We are seeing far too many people driving unsafely and now have had three employees injured in just the past two weeks by motorists not taking basic actions like slowing down when approaching our workers on the road,” said Secretary of Transportation Jennifer Cohan. “Beyond the safety of our employees, the number of overall fatalities happening on our roads is unacceptable. There is no excuse for it, and we are all responsible for our actions behind the wheel and will be held accountable for the injuries and damage that are caused by not being safe and courteous drivers.”

“Emergency responders and roadside workers put themselves at risk every day to help people who are in need of emergency assistance or whose vehicles are broken down,” said Cathy Rossi, Vice President of Public and Government Affairs for AAA Mid-Atlantic. “To ensure safety, the best thing drivers can do is slow down significantly and when possible move over when they see flashing lights, further protecting emergency responders and those they are helping on the side of the road. Whether this is a police officer, ambulance, fire truck or someone fixing a tire or working on a tow, slow down, move away and change lanes to create safe space around them. Their lives are on your shoulders.”

Despite seeing several months of traffic volumes down 50 percent or more statewide, there have been 91 automobile fatalities as of October 1, which is just three less than the same time period in 2019. There have also been 19 pedestrian fatalities year-to-date, with the most recent occurring on September 30, compared to 22 at this time last year. October is designated as Pedestrian Safety Month by the National Highway Traffic Safety Administration.


OHS’s Safe Family Holiday and SoberLift Launch

Campaigns reinforce increased dangers associated with holiday driving during one of the busiest travel times of the year and the importance of safe driving behaviors

DOVER, Del. (Nov. 26, 2019)The Delaware Office of Highway Safety (OHS) has announced the launch of its new Safe Family Holiday Campaign with a kick-off event on Monday, November 25. The campaign, which runs through Wednesday, January 1, 2020, reinforces the importance of safe driving habits during one of the busiest travel times of the year. Through a combination of tactics – high visibility enforcement, traditional media, social media, and grassroots efforts partnering with restaurants, businesses, and other traffic safety partners – OHS will educate Delawareans about the increased dangers associated with holiday driving to reduce crashes and fatalities on Delaware roadways during the holiday season.

“Thanksgiving through New Year’s Day is one of the most dangerous periods on Delaware roadways with drivers, passengers, and pedestrians being seriously or fatally injured in crashes,” said Director Kim Chesser, OHS. “Our Safe Family Holiday campaign is a creative awareness, educational, and enforcement campaign that reminds Delawareans of what makes holiday travel so dangerous. Most importantly, it also encourages everyone to drive sober, walk smart, slow down, buckle up and put the phone down. OHS, along with our traffic safety partners, want to bring everyone home safe this holiday season.”

In order to view yesterday’s press event and kick-off for the Safe Family Holiday campaign and SoberLift program launch, please click below:

Safe Family Holiday Statewide Events

Carolers will be on-site at the following prominent community events and locations throughout the state, performing their newest round of holiday favorites with a unique safety-messaging twist. They will be joined by street teams that will encourage those in attendance to pledge responsible driving during the holidays.

  • Saturday, Dec. 7 from 6 p.m. to 8 p.m.: Winter WonderFEST2019 in Milton, Delaware
  • Sunday, Dec. 8 from 3 p.m. to 5 p.m.: Christmas In Smyrna at the Smyrna Opera House in Smyrna, Delaware
  • Monday, Dec. 9 from 6:30 p.m. to 8:30 p.m.: Caroling on the Circle in Georgetown, Delaware
  • Saturday, Dec. 14 from 11:30 a.m. to 1:30 p.m.: Christiana Mall in Newark, Delaware
  • Saturday, Dec. 21 from 11:30 a.m. to 1:30 p.m.: Dover Mall in Dover, Delaware

Thanksgiving 2019 SoberLift Program – Statewide

In addition to Safe Family Holiday, OHS is pleased to announce its reactivation of the SoberLift program, in partnership with Lyft®, over the Thanksgiving holiday weekend, statewide. The program will begin on Wednesday, November 27, at 3 p.m. and run through Sunday, December 1, at 2 a.m., and will provide free Lyft® vouchers* (maximum value of $15) for individuals who want a safe ride during that period. To participate in the program, individuals need to text “SOBERLIFT” to 99000 to redeem the discount code.

Campaign sponsors include: Breakthru Beverage DE, Captain Morgan, Two Stones, Buffalo Wild Wings, Grain Craft Bar + Kitchen, First State Brew Bus, Kelly’s Logan House, Washington Street Ale House/Oyster House, Wilmington Blue Rocks, Delaware Department of Insurance, Dewey Business Partnership, Bluecoast Seafood and Grill Rehoboth, The Starboard, Liquid Alchemy Brewing, and Aloysius Butler & Clark (AB&C).

“Thanksgiving Eve is one of the biggest drinking nights of the year, thus making it one of the most dangerous nights,” adds Chesser. “We want to make sure that everyone arrives alive to their Thanksgiving and post-Thanksgiving celebrations. This is why we are reactivating SoberLift statewide and strongly urge those out celebrating to plan ahead and take advantage of this program.”

Thanksgiving Eve DUI Checkpoint

The Office of Highway Safety is coordinating the 2019 Thanksgiving Eve Checkpoint Strikeforce in each county statewide on November 27, from 10 PM to November 28, at 2 AM. The initiative will reinforce the Safe Family Holiday enforcement and educational campaigns to keep impaired drivers off our roads. Delaware State Police and local law enforcement will be conducting DUI checkpoints in all three counties in the following locations:

  • New Castle County – RT 72 in Newark
  • Kent County – South State Street in Dover
  • Sussex County – SR 1 in Rehoboth Beach 

Safe Family Holiday Enforcements

The annual Safe Family Holiday enforcement period will be ongoing throughout the state from November 25 to January 1 with Delaware State Police and local law enforcement agencies focusing on impaired driving, speed, pedestrian safety, occupant protection, and distracted driving.

Statistics

Recent statistics emphasize why OHS is focusing on these core areas of travel safety during this campaign.

  • DUIs: From January 1 to November 21, 2019, the state of Delaware has seen 3,722 arrests and 18 fatalities related to impaired driving.
  • Speeding: Last year (2018) Delaware had 34 fatalities related to speed.
  • Pedestrians: Over the past 5 years, 145 pedestrians have been killed in traffic crashes; in 2018, 24 pedestrians were killed in crashes on Delaware roadways.
  • Failure to use seatbelts: Last year (2018) 53% of fatalities were unbuckled. 

*The number of daily codes, available between 4 p.m. and 2 a.m., will be limited.

You can follow the Delaware Office of Highway Safety by clicking on:

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Contact: Cynthia Cavett, Marketing Specialist II & Public Information Officer, Office of Highway Safety | (302) 744-2743 or Cynthia.Cavett@Delaware.Gov.

 

About the Delaware Office of Highway Safety
The Office of Highway Safety (OHS) is committed to improving the safety of Delaware’s motoring public by focusing on behavioral traffic safety issues such as impaired driving, seat belt use, speeding, child passenger safety, pedestrian and bicycle safety, motorcycle safety, and teen driving issues. FAQs can be found at ArriveAliveDE.com.


Office of Highway Safety Kicks Off New Safe Family Holiday Campaign & Reactivates SoberLift

Media Advisory: 

November 22, 2019

Initiative reinforces the importance of safe driving behaviors

during one of the busiest times of the year

WHAT:

The Delaware Office of Highway Safety (OHS) is launching its new Safe Family Holiday Campaign, as well as reactivating the SoberLift initiative ahead of Thanksgiving weekend.

Through a combination of tactics – traditional media, social media, and grassroots efforts partnering with restaurants, businesses, and statewide partners – OHS will educate Delawareans about the increased dangers associated with holiday driving to reduce crashes and fatalities on Delaware roadways during the holiday season.  

WHERE:

Iron Hill Brewery

620 Justison Street

Wilmington, DE 19801

https://goo.gl/maps/8s7U5SMVc268v7BL9

WHEN:

Monday, November 25 at 11 a.m.

WHO:

Robert Coupe, Cabinet Secretary of Delaware Department of Safety & Homeland Security

Kim Chesser, Director of Delaware Office of Highway Safety

John Yeomans, Chief of Delaware Division of Alcohol and Tobacco Enforcement

Dave Ennis, Regional Program Manager of the National Highway Traffic Safety Administration

Representatives from: OHS, Delaware State Police, first responders, corporate partners, government and business leaders

Traffic Safety Carolers

MORE:

The relaunched “Safe Family Holiday” campaign coincides with OHS’s traffic enforcement period running Wednesday, November 27, 2019, through Wednesday, January 1, 2020, and focuses on responsible driving and pedestrian safety during one of the busiest travel times of the year.

Carolers will be on-site at the following prominent community events and locations throughout the state, performing their newest round of holiday favorites with a unique safety-messaging twist. They will be joined by street teams that will encourage passersby to pledge responsible driving.

    • Saturday, Dec. 7 from 6 p.m. to 8 p.m.: Winter WonderFEST2019 in Milton, Delaware
    • Sunday, Dec. 8 from 3 p.m. to 5 p.m.: Christmas in Smyrna at the Smyrna Opera House in Smyrna, Delaware
    • Monday, Dec. 9 from 6:30 p.m. to 8:30 p.m.: Caroling on the Circle in Georgetown, Delaware
    • Saturday, Dec. 14 from 11:30 a.m. to 1:30 p.m.: Christiana Mall in Newark, Delaware
    • Saturday, Dec. 21 from 11:30 a.m. to 1:30 p.m.: Dover Mall in Dover, Delaware

In addition to Safe Family Holiday, OHS is pleased to announce its reactivation of the SoberLift program, in partnership with Lyft®, over the Thanksgiving holiday weekend, statewide. The program will begin on Wednesday, November 27, at 3 p.m. and run through Sunday, December 1, at 2 a.m., and will provide free Lyft® vouchers* (maximum value of $15) for individuals who want a safe ride. To participate in the program, individuals need to text “SOBERLIFT” to 99000 to redeem the discount code.

Campaign sponsors include: Breakthru Beverage DE, Captain Morgan, Two Stones, Buffalo Wild Wings, Grain Craft Bar + Kitchen, First State Brew Bus, Kelly’s Logan House, Washington Street Ale House/Oyster House, Wilmington Blue Rocks, Delaware Department of Insurance, Dewey Business Partnership, Bluecoast Seafood and Grill Rehoboth, The Starboard, Liquid Alchemy Brewing, and Aloysius Butler & Clark (AB&C).

For more information, please visit https://www.arrivealivede.com.

CONTACT:  Cynthia Cavett (302) 744-2743 or cynthia.cavett@delaware.gov 

You can follow the Delaware Office of Highway Safety by clicking on:

Delaware Office of Highway Safety Web Site

Facebook

Twitter

Instagram

About the Delaware Office of Highway Safety
The Office of Highway Safety (OHS) is committed to improving the safety of Delaware’s motoring public by focusing on behavioral traffic safety issues such as impaired driving, seat belt use, speeding, child passenger safety, pedestrian and bicycle safety, motorcycle safety, and teen driving issues. FAQs can be found at ArriveAliveDE.com.

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