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.

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.

Traffic fatalities are trending upward for 2015

Dover – Highway safety officials are urging motorists, motorcyclists, and pedestrians to focus on the task of driving and/or safely crossing the road.  May, June and July have seen an above-average number of fatalities as compared to the five-year average. Statewide, there were 34 fatalities between May and July and a total of 62 persons have lost their lives in fatal crashes this year.

A variety of factors are at work in causing the crashes according to fatality reports, but what appear to be common factors are speed, impairment, and unsafe crossing by pedestrians. The months of June and July have seen an increase in speed related crashes; July has 13 crashes alone.  Of those 13 crashes, five of them were crashes where a pedestrian died.  Since January 1^st of this year there have been a total of 18 pedestrian fatalities, compared to 10 at this time last year.

“An overwhelming majority of crashes are preventable. Using crosswalks, limiting your distractions and slowing down can prevent you from being involved in a crash,” said Jana Simpler, Director for the Office of Highway Safety.

Motorcycle crashes are also trending upward with 9 fatalities to date this year. There were 15 motorcycle fatalities in all of 2014.  Factors leading to motorcycle crashes include speed and loss of control.  “With many more warm riding days ahead, we urge motorcyclists to freshen up their riding skills and take one of the rider training courses offered by DMV or other partners,”  said Alison Kirk Community Relations Officer, Office of Highway Safety. “If the crash trend continues, we may end with more motorcycle fatalities than last year.”

OHS reminds all drivers to go back to the basics of driving safety:  slow down, don’t drink and drive and always buckle up.  Plan extra time to get to any destination so you don’t let traffic frustration cause you to make a bad decision behind the wheel.

Follow OHS for regular updates on Facebook ArriveAliveDE, Twitter @DEHighwaySafe, and www.ohs.delaware.gov.

Pedestrian safety campaign emphasis how to cross safely

 Dover –  The Delaware Office of Highway Safety (OHS) is asking people the age old question of “Why did the chicken cross the road?” But instead of why, they want to know how did the chicken cross the road, and they are hoping people are answering carefully.  There is an increased risk for pedestrian crashes during the summer months when more people are traveling and the resort area population increases.  That’s why OHS has teamed up with DelDOT again to educate and encourage pedestrians to make smart and safe decisions when walking near roadways.

Since January 1^st of this year 12 pedestrians have died in traffic crashes in Delaware. That number is higher than at this time last year when there were only 8 pedestrian fatalities.  This is particularly alarming because it is only mid-year, with the fall season yet to come – a time of year when day light hours get shorter and sun glare becomes an issue, bringing an increased risk for more pedestrian and motor vehicle crashes.

The new pedestrian campaign effort in New Castle and Kent Counties will feature a chicken crossing the road that points out how and where to cross safely.  Paid media messaging will include DART bus ads, digital ads, and door hangers for homes along high crash roadways.

OHS will continue the beach-to-beach pedestrian initiative with Ocean City Maryland which features the happy crab image. Paid media messaging includes signage on lifeguard stands, in Tanger Outlets, and on the Jolly Trolley.  OHS will partner with towns to conduct pedestrian safety checks to provide safe walking tips and information.  The first event will take place with South Bethany Beach on Friday July 3^rd.

OHS will continue the educational pedestrian safety patrols with Bethany Beach PD, Dewey Beach PD, Fenwick Island PD, New Castle County PD, Newark PD, Rehoboth Beach PD, S. Bethany Beach PD, Wilmington PD, and  DSP Troops 2, 6, & 7.  These 2-officer patrols will occur over weekends scheduled in June, July, August, and September.  The officers will patrol high pedestrian crash locations to identify pedestrians who are at risk of being involved in a crash, such as those not crossing at marked crosswalks or signaled intersections, walking at dusk/night without a reflective item or flashlight, or walking impaired.  The officers will stop the pedestrian to provide education about how to walk safely near traffic, as well as provide them an informational flyer and a reflective string backpack.

Ultimately, highway safety officials and their partners agree that solving the problem will require active participation and buy-in from the motoring public and pedestrians alike.  By following these basic safety tips and pedestrian laws, everyone can learn to Walk Smart.

• Cross only at crosswalks or intersections with signals or traffic signs. Look left, right, and left again. Only start to cross when it’s clear.
• Do not risk crossing outside of a crosswalk or intersection just because it’s more convenient, especially on high speed roadways. Cars cannot stop in time for you.
• Use sidewalks. If there is no sidewalk, walk facing traffic and as far off the edge of the road as possible.
• Do not step into a crosswalk if it will create a hazard to motorists. When it is clear to cross, continue to watch for traffic while crossing the street until you have safely reached the other side.
• Carry a flashlight or other reflective item when walking at night. It’s the law.
• Teach children not to run into the street after balls or other toys, and don’t allow them to cross alone until you’ve practiced the basics with them.
• Do not walk under the influence of alcohol or drugs.  Impaired walking is like impaired driving; it is illegal and can be deadly.
• If your vehicle breaks down on an interstate or busy roadway, don’t leave your vehicle.  Instead call #77 or 911 for assistance.  Motorists can also call #77 to report a disabled vehicle they see on the roadways.
• If you are driving, be on the lookout for pedestrians near the roadway.

For more information on the Walk Smart campaign and to find materials about pedestrian safety tips and laws, please visit http://ohs.delaware.gov/pedestrian.shtml, follow us on Twitter @DEHighwaySafe or on Facebook at ArriveAliveDE.

Dover – As we welcome a new year and hopefully a safer year, Delaware Highway Safety officials are reporting preliminary end of year total traffic fatalities. In 2014, Delaware saw a twenty percent (20%) increase in traffic fatalities compared to 2013. Delaware experienced 101 fatalities in 2013 compared to 125 in 2014.   Within the past twelve years, the highest number of traffic fatalities that occurred in a single year in Delaware was in 2003 with 148 total traffic fatalities followed by 2006 with 147.   The lowest year was 2013 with 101 traffic fatalities.

“With nearly half (46%) of our highway fatalities resultin g from impaired driving and another 43% of those fatalities stemming from a failure to wear a seatbelt, the tragedy is that these deaths were preventable. The increase in highway fatalities over the past year is quite concerning as our motorists need to understand the consequences of their action,” said Lewis D. Schiliro, Secretary of Safety and Homeland Security.

Impairment by alcohol and other drugs continues to be a major factor in overall traffic crashes and fatalities. Alcohol and drug related fatalities made up forty-seven percent (47%) of the total motor vehicle crash fatalities, This is a slight increase from 2013. The major increases in fatalities involved motor vehicle occupants involved in traffic crashes as compared to other highway users, including pedestrians and motorcyclists.   In addition, tragically there were twelve crashes in which more than one person was killed. Contributing factors to the multiple fatality crashes included speed and/or impaired driving.

New Year’s Eve signaled the end of the 2014 Checkpoint Strikeforce and Safe Family Holiday campaigns. With the 12 DUI arrests from New Year’s Eve, that brings the total number of people arrested for DUI in Delaware to 4,086 in 2014, down from 2013 in which 4,249 persons were arrests for DUI statewide.

“The Office of Highway Safety remains committed to implementing sound initiatives designed to encourage safer driving on Delaware roads,” said Jana Simpler, director of the Office of Highway Safety. “We will continue to work with our safety partners to develop campaigns to protect all motorists on our roads.”

Seat belt use has increased slightly across Delaware last year. Delaware’s seat belt use rate is currently ninety-two percent (92%) compared to the national seat belt use rate of eighty-seven percent (87%). Motorcycle fatalities decreased twenty-five percent (25%) from 2013 to 2014. In 2013, twenty motorcyclists lost their lives on Delaware roads and in 2014, that number was fifteen. Pedestrian and bicycle fatalities both saw a slight increase from 2013. There were three bicycle fatalities in 2014 compared to two in 2013. Pedestrian fatalities continue to be a traffic issue with seven occurring in December 2014 alone. There were twenty-seven pedestrian fatalities last year compared to twenty-six the year before. Delaware has previously focused on aggressive driving crashes as a whole but has now turned the focus to speed, the predominate aggressive driving crash factor. Speed has contributed to 44 of the 112 fatal crashes in 2014.

“We will continue our statewide education and outreach efforts in 2015 to make pedestrians aware of safe walking and crossing practices to try and curb the pedestrian safety issues at hand in Delaware,” said Alison Kirk, community relations officer for the Delaware Office of Highway Safety.

As 2015 begins, OHS will conduct its first traffic safety mobilization of the new year focusing on unrestrained and improperly restrained occupants in vehicles, as well as speeding drivers. Beginning January 16, state and local law enforcement agencies across the state will be conducting overtime saturation patrols after 2:00 p.m. Tuesday through Saturday when this crash problem is at its highest. Examples of improperly worn seat belts are those that are put behind the back or under the arm.  For a seat belt to be effective and save a life, it must be worn properly with the lap belt low and snug across the hips and the shoulder harness worn across the shoulder and chest with minimal slack.

For more information visit our website for updates at www.ohs.delaware.gov, follow us on Twitter @DEHighwaySafe, , or like us on Facebook at www.facebook.com/ArriveAliveDE.