Heads Up! Distraction Can Be Fatal Campaign

News Release                                       

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Serious Pedestrian Collision, Heads Up! Distraction Can Be Fatal campaign continues

Friday, June 8, 2012 - 2:25 PM
Traffic Services: 416-808-1900

On Friday June 8, 2012, at 8:38 a.m., police received a call for a pedestrian struck collision at Yonge Street south of Davisville Ave.

It is reported:

• a 27-year-old man was crossing Yonge Street from the east side to the west side mid-block
• a 36-year-old man was driving a BMW 323 sedan northbound in the in the passing lane and struck the man, the man was thrown into the curb lane
• a 51-year-old man was driving a KIA Soul northbound in the in the curb lane and struck the man, after he was struck by the BMW
• the 27-year-old man was transported to hospital with serious non-life threatening injuries

Today, the Toronto Police Service launched the second of three Public Service Announcement (PSA) videos "Heads Up! Distraction Can Be Fatal."

Pedestrian safety is an issue that affects all Torontonians. Walking is great exercise as well as a convenient and effective way to explore our city. We are all pedestrians at some time of day.

However, walking in the city of Toronto sometimes comes with a terrible cost.
Each year in Toronto, many pedestrians are injured and killed on our roadways. In 2011, a total of 2,101 pedestrians were struck, 18 of them fatally. In nearly half these cases, the pedestrian was at fault – not the driver of the vehicle. Tragically, many of these collisions were avoidable. In a world where we are bombarded daily with information from electronic signage and personal communication devices, it is easy to overlook devices that are designed to keep us safe while walking: crosswalks, traffic lights, pedestrian signals, and posted signs.

The Toronto Police Service is concerned about the increasing level of pedestrian distraction, and dangerous pedestrian behaviours that can result in serious injury and death. The Service would like to remind the public to exercise caution, and remain alert at all times, while walking on sidewalks and roadways and especially while crossing the street.

The Toronto Police Service has created a pedestrian safety awareness campaign, which will run during the month of June 2012, entitled “Heads Up! Distraction Can Be Fatal.” The campaign consists of three PSA videos, produced by the Toronto Police Service Video Services Unit, which will be posted on the Toronto Police Service YouTube page combined with a social media messaging campaign throughout June. The PSA videos demonstrate various types of dangerous pedestrian behaviour, as well as corrective information provided by uniformed officers of the Toronto Police Service.

The campaign seeks to:

• increase public awareness of the issue of distraction, inattention, and poor decision-making by some pedestrians
• raise awareness of the dangerous and often fatal consequences of risky behaviours
• encourage better communication and understanding between pedestrians and drivers
• reduce incidents of pedestrian injuries and fatalities

For further information, please contact Constable Clinton Stibbe 416-808-1920

Constable Tony Vella, Corporate Communications, for Constable Clinton Stibbe, Traffic Services