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.

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/.

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.

 

Delaware– The Delaware State Police have seen a recent spike in fatal crashes across the entire state.  In conjunction with the Delaware Office of Highways Safety, we are working together to provide our citizens with a few traffic safety reminders.

The majority of fatal crashes are attributed to some form of distracted driving.  This involves the driver failing to provide the proper time and attention to the roadway and to the task of driving.  Other high-risk behaviors of motorists include impaired driving, speeding, unsafe driving behaviors including the use of electronic devices and the failure of motorists and passengers alike to wear seat belts.

Traffic Safety Tips:

Limit distractions: Using your cell phone, texting, and fiddling with the radio or GPS should all be done when you are at a complete stop or avoided altogether.  Give 100% of your attention to the road.

Walk Smart: Distracted walking, wearing dark clothing, and walking under the influence are common factors in pedestrian crashes in Delaware. Wear bright clothing, carry a flashlight, keep your head up and keep your eyes on the road and surrounding areas. Catch a cab or rideshare lift, or have a designated driver take you home. Walking under impairment is never worth the risk.

Slow Down:  Reducing speeds and/or maintaining safer speeds.  Avoid the fast lane if possible.  If you are in the center or far-right lanes, you are more able to maneuver away from a potentially dangerous situation than if you are in the fast lane.

Be Attentive: Never just assume that a driver is going to stop or turn. It’s better to assume they may not!  For example, when going through a red light, still look both ways to check if anyone is going to run the light.  Not only do drunk drivers often run red lights, but so do distracted drivers.

Driving Under the Influence: Whether it be driving under the influence of alcohol or drugs, impaired driving is a crime.  Before drinking, please designate a sober driver and give that person your keys. If you’re impaired, use a taxi, call a sober friend or family member, or use public transportation so you are sure to get home safely.

Wear Your Seatbelt: One of the safest choices drivers and passengers can make is to buckle up. Understand the potentially fatal consequences of not wearing a seat belt and learn what you can do to make sure you and your family are properly buckled up every time.

“The Office of Highway Safety is currently running our pedestrian, occupant protection, and distracted driving campaigns and enforcements in every county. We want the public to be aware of actions they can take to protect themselves on Delaware roadways. October is Pedestrian Safety Month. Please walk bright and walk smartly by wearing bright clothes, carrying a flashlight, and being aware when crossing Delaware’s busy roads,” Cynthia Cavett, Marketing Specialist II and Public Information Officer, Delaware Office of Highway Safety.

 

 

 

 

 

 

For more information, please visit ohs.delaware.gov, or visit us on Facebook (@HighwaysafetyDE), Twitter (@HighwaysafetyDE) and Instagram (HighwaysafetyDE).

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MEDIA CONTACTS:
Cynthia Cavett, Marketing Specialist II & Public Information Officer
Delaware Office of Highway Safety
Cynthia.Cavett@Delaware.Gov
302-744-2743

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.

Cooperative statewide effort to reduce pedestrian

deaths and encourage safe walking habits

WILMINGTON, Del. (October 14, 2019) – In honor of Pedestrian Safety Month to meaningfully reduce pedestrian deaths across the state, Delaware Office of Highway Safety (OHS) is bringing back its grassroots pedestrian safety initiative statewide. From Monday, October 7 through Sunday, October 20, pedestrian street teams will be deployed on DART buses throughout the state with routes that travel corridors with higher occurrences of pedestrian crashes and fatalities. These street teams will educate Delawareans on safe walking habits and hand out reflectors for use.

“Data continues to show that October is the deadliest month related to crashes occurring in Delaware, with the highest occurrences of pedestrian fatalities and injuries. In addition, pedestrian crashes peak around evening rush hour from 5 to 8 p.m. This is precisely why we have decided to bring back our grassroots initiative to stress the importance of safe walking habits especially during this time frame,” said Kimberly Chesser, Director, Delaware Office of Highway Safety. “We would like to thank DART for partnering with us on such an important initiative, helping to make sure that our riders and pedestrians Walk Smart.”

Common factors in pedestrian crashes involve individuals being under the influence, distracted walking, wearing dark-colored clothing, and crossing outside of crosswalks on busy roads like Kirkwood Highway (Rt 2), DuPont Highway (US 13), and Pulaski Highway (US 40).

“OHS will continue to do its part to promote that pedestrians Walk Smart, and hope each person helps us spread our message to ensure that pedestrians arrive safely,” said Richard Klepner, Deputy Director and Pedestrian Safety Coordinator, Delaware Office of Highway Safety.

For more information, please visit ohs.delaware.gov, or visit us on Facebook (@HighwaysafetyDE), Twitter (@HighwaysafetyDE) and Instagram (HighwaysafetyDE).

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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. FAQs can be found at ArriveAliveDE.com.