The simple fact is that distractions are a major cause of deaths and injuries to pedestrians. Whether you’re using your mobile phone, or listening to an MP3 player as you cross the road, you’re seriously risking your life and the lives of other road users.
'Pedestrian Road Skill’ is a highly visible new campaign being launched in September by the South Yorkshire Casualty Reduction Partnership. It is designed to help reduce the number of pedestrians killed and injured on the streets of South Yorkshire and it’s all about getting pedestrians to concentrate on the roads and look out for potential dangers.
Andy Male, Chief Inspector for roads policing in South Yorkshire said,

“When a pedestrian is involved in a road traffic collision they have very limited protection and are likely to be seriously injured or even killed.

“Road traffic collisions are the biggest cause of accidental death of 12 – 16 year olds in this country. We all remind younger children of the dangers of crossing the roads however it is the older children and young people who are more at risk and I would ask parents and carers to remind them to concentrate whilst crossing the road and be aware of their surroundings rather than talking on their mobile phone or listening to their MP3 player.

“I would also ask drivers, especially those involved in the ‘school run’, to be aware and conscious of pedestrians and the fact that pedestrians can at times cross the road without taking full account of the traffic. This applies to all pedestrians but can be particularly true of young people and some of the very elderly.”

Road safety awareness materials will be on display across the whole of the county encouraging pedestrians to concentrate on the road and stay safe. South Yorkshire Fire Service, the Police, Safety Camera Partnership and the local Councils will also be distributing information at schools, colleges and local events.