Exciting new project builds on latest evidence to ‘nudge’ behaviour
In the light of recent research highlighting risks to pedestrians at night, the pioneering Safer Roads project has tested a new way of improving safety for those walking during night time hours.
This means that as a proportion of all casualties, the number of adults injured while walking has been rising year on year.
Child pedestrian injuries in the last 10 years
Adult pedestrian injuries in the last 10 years
The social experiment which was conducted over two hours on a busy road observed 370 people crossing the road and used hidden cameras to monitor behaviour. When the patrol was not present 43% of them chose not to use the crossing provided but crossed within around 20 metres of it. When the crossing patrol was present, the number who ignored the crossing fell to just 8%.
The effects of the experiment are shared on a new social video launched today that the team hope will draw the attention of a wider audience to risks associated with being a pedestrian at night.
Richard Owen, Operations Director for Safer Roads, commented on the reasons behind the social experiment: “At this time of year there is always a big focus on drink driving but drunk pedestrians are also a serious concern. Shockingly 1 in 8 pedestrians who are killed or seriously injured on our roads are drunk at the time of the crash."
It can be very hard to connect with young adults, especially if they have been drinking, but what we have clearly demonstrated here is that their behaviour can be influenced if we can find the right means.
This may not be a realistic approach to improving pedestrian safety in our towns at night, but has demonstrated that we can make a difference to the safety on our streets when we develop creative campaigns on the basis of the evidence
The project, which was developed as an extension of the [‘Blazed & Wasted’] campaign that originated in Berkshire this summer, highlights the risks associated with mixing alcohol or drugs and driving. The summer road show which coincided with the start of the World Cup showed that engaging with people at the start of a night out could influence their thinking about safe transport choices for getting home.
With the success of the experiment, you may be wondering whether we can expect to see these patrols becoming commonplace on roads across the county.
Dan Campsall, Communications Director for Safer Roads addresses this question: “This may not be a realistic approach to improving pedestrian safety in our towns at night, but has demonstrated that we can make a difference to the safety on our streets when we develop creative campaigns on the basis of the evidence.” “What’s clear from our filming is that pedestrians and motorists alike certainly take care and slow down a lot more when they are reminded of how to use a pedestrian crossing properly”
More information will be launched in support of the campaign at [www.crossingpatrol.com].
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