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October 7, 2003
Pedestrian safety advertising campaign launched by City's Transportation Services Division
The City of Toronto's Transportation Services Division has developed an
advertising campaign to encourage drivers to be more aware of pedestrians.

The advertising, which is on transit shelter posters and the backs of buses,
features "pedestrians" on school zone signs and pedestrian crossing signs
jumping out of the way of an unseen approaching vehicle. The slogan is "Please
Drive Carefully - We're All Pedestrians."

More than half of all traffic fatalities involve pedestrians. A total of 50
pedestrians were killed in 2002 and 31 have been killed so far this year. More
than 2,000 pedestrians are injured on Toronto's roads every year, an average of
six people per day.

"We are very concerned about the number of deaths and injuries to pedestrians
on our roads," said David Kaufman, General Manager of Transportation Services
for the City of Toronto. "This campaign is just the first step in a multi-year
awareness campaign to get all road users to be more careful and courteous."

The advertising campaign is supported by both the Toronto Police Service and
the City's Pedestrian Committee.

"Most of the collisions that result in injuries or deaths are the result of
carelessness," said Rita Brooks, co-chair of the Toronto Pedestrian Committee.
"Everyone who uses the road must take more responsibility to prevent these

For more information, including Pedestrian Safety Statistics and Driver Safety
Tips, visit

Media contact:
Steve Johnston, Sr. Communications Coordinator, Works and Emergency Services,



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