Making South Yorkshire Safer

Concentrate on the road and stay safe

In 2008 there were 572 pedestrians killed and 27,910 injured across Great Britain*. Concentrate on the road and stay safe.

 Now you see 'em

 Now you don't

Concentrate on the road and stay safe

'Pedestrian Road Skill’ is a highly visible new campaign designed to help reduce the number of pedestrians killed and injured on the streets of South Yorkshire. It’s all about getting pedestrians to concentrate on the roads and look out for potential dangers.

The simple fact is that distractions are a major cause of deaths and injuries to pedestrians. Whether you’re using your mobile, or listening to an MP3 player as you cross the road, you’re seriously risking your life and the lives of other road users.


If you’re under the influence of drink or drugs your reaction times will slow down, making you a danger to yourself and other road users.

The facts**

  • Young people aged between 11 and 16 are more at risk of being killed or seriously injured as a pedestrian or cyclist in a road accident than other age groups. 
  • 1,844 12 to 16-year-olds were killed or  seriously injured as pedestrians, cyclists and car occupants in 2007. 
  • Traffic is the biggest cause of accidental death of 12 to 16-year-olds. 
  • Almost 1 in 5 teenagers report having been involved in a road accident or "near miss" on their way home from school.  But only 4 per cent said that road safety was their main concern.

Where can you see the advertising?

You’ll see the advertising in a number of places across South Yorkshire, including:

  • Advertising inside busses and trams means that the message reaches pedestrians as they travel
  • Messaging on the outside of busses targets drivers
  • Leaflets handed out at schools passes the message directly to 11 – 16 year olds
  • Advertising at universities directly targets students
  • Advertising at popular meeting points means that the message reaches as many people as possible
  • Advertising on Facebook passes the message on to the public of South Yorkshire and directs them to this webpage 


* Road Casualties in Great Britain 2008
** Think! Road Safety website  



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