Organisation: Road Safety GB – North East
Date uploaded: 22nd October 2013
Date published/launched: October 2013
This campaign was launched in response to an increase in the number of collisions and casualties involving adult pedestrians on roads in the north east of England.
In response, Road Safety GB North East region launched this new campaign to coincide with the onset of dark nights when the number of pedestrian incidents typically rises.
Of the 3,328 adults involved in pedestrian accidents across the region during the last five years, almost half of them involved people aged between 16 and 35; 78 of these casualties were fatality injured and 756 were seriously injured. Adults also account for almost nine out of 10 of total pedestrian fatalities on the region’s roads, and adult pedestrian incidents on the region’s roads increased 12% in 2012.
A large number of incidents occur during the winter months and during the hours of darkness, particularly over Thursday, Friday and Saturday nights when young people are out drinking. The highest numbers occur in large towns and cities; Newcastle has had the greatest number, followed by County Durham, Sunderland, Northumberland and Gateshead.
“Check Out Before You Step Out” uses traditional media and social media including Facebook and Twitter to raise awareness among pedestrians and drivers, and specifically targets colleges, universities and licensed premises.
Each of the region’s 12 road safety officers are also promoting the campaign in their towns and cities, and asking businesses and colleges to display posters and distribute flyers.
For more information contact: