City of Toronto Media Relations has issued the following:
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News Release: Friday, November 1
Time change means drivers must slow down and be alert for pedestrians and cyclists
The City of Toronto is urging all road users – drivers, cyclists, transit riders and pedestrians – to stay alert as daylight saving time ends at 2 a.m. on Sunday, November 3.
The return to standard time means fewer daylight hours and reduced visibility for all road users in the city. In Toronto, pedestrian collisions increase by more than 30 per cent during the evening commute hours from November to March.
To draw attention to the increased risks facing pedestrians and cyclists, the City of Toronto is launching a city-wide public education campaign that promotes road safety as we enter a season with reduced daylight hours. It features a series of painted faces with the eyes focused on either a pedestrian, a cyclist or a vehicle. Using the slogan "Take another look," the campaign intends to remind Torontonians, especially drivers, to be aware of each other as they share the city's roads.
The campaign will appear on bus backs, transit shelters and elevator screens, in addition to radio, print and social media ads.
Similar advertising efforts around the daylight saving time change in New York City led to an overall reduction in fatalities.
On Monday, the Toronto Police Service will also begin a one-week safety blitz across the city to encourage residents to drive alert and stay safe. The Police will focus their enforcement resources on the most dangerous violations – speeding and impaired, aggressive and distracted driving – and increase their on-street presence.
When visibility is reduced, people and objects on the road are harder to see. The City of Toronto is asking drivers to follow the following safety tips after daylight saving time ends this Sunday:
• When driving, please slow down, turn slowly and stay alert at all times.
• Make sure vehicle headlights and signal lights are functioning properly.
• Obey speed limits and approach all crosswalks, intersections and transit stops with caution.
• Give yourself plenty of time wherever you're going and plan your route in advance. Use public transit when possible.
City staff are also reducing speed limits on approximately 250 kilometres of roads in the city in an effort to curb speeding and minimize traffic-related fatalities on Toronto's roads. Close to 50 roadways will see their limits dropped by 10 km/h by year's end.
More information about the "Take another look" campaign is available at https://www.toronto.ca/services-payments/streets-parking-transportation/road-safety/vision-zero/educational-campaigns/stay-alertstay-safe-campaign/.
More information about the speed limit reductions campaign is available at https://www.toronto.ca/services-payments/streets-parking-transportation/road-safety/vision-zero/safety-initiatives/initiatives/speed-limit-reductions/.
The Vision Zero Road Safety Plan is a comprehensive action plan that aims to reduce traffic-related fatalities and serious injuries on Toronto’s streets. With more than 50 safety measures across six emphasis areas, the plan prioritizes the safety of Toronto's most vulnerable road users: pedestrians, schoolchildren, seniors and cyclists. More information is available at https://www.toronto.ca/VisionZero.
Quotes:
"I'm urging all people in the city, especially drivers, to slow down and pay increased attention on the road. It is imperative that we raise awareness about the dangers associated with reduced visibility at this time of year, and this is what we hope the 'Take another look' campaign will achieve. This week, I have also met with Transportation Services to identify ways we can accelerate our efforts to install new road safety measures, including crosswalks and signals, and speed up the City's road redesign work to make our streets safer."
- Mayor John Tory
"We have seen an increase in the past in traffic collisions after the clocks turned back, especially for our most vulnerable road users – pedestrians and cyclists. It's time we stop this. It is vital that everyone who uses our roads be aware of their surroundings, stay alert and drive safe. Vision Zero is everyone's responsibility."
- Councillor James Pasternak (Ward 6 York Centre), Chair of the Infrastructure and Environment Committee
Toronto is Canada's largest city, the fourth largest in North America, and home to a diverse population of more than 2.9 million people. It is a global centre for business, finance, arts and culture and is consistently ranked one of the world's most livable cities. For information on non-emergency City services and programs, Toronto residents, businesses and visitors can visit http://www.toronto.ca, call 311, 24 hours a day, 7 days a week, or follow us on Twitter at http://www.twitter.com/cityoftoronto, on Instagram at http://www.instagram.com/cityofto or on Facebook at http://www.facebook.com/cityofto.
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Media contact: Hakeem Muhammad, Strategic Communications, 416-338-536, Hakeem.Muhammad@toronto.ca
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