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September 21, 2004
Pedestrian safety advertising campaign launched by City's Transportation Services division
The City of Toronto's Transportation Services division is running an
advertising campaign to encourage drivers to be more aware of pedestrians.

The advertising, which is on transit shelters, the backs of buses and curb-side
garbage bins, features "pedestrians" on school-zone signs and on
street-crossing signs jumping out of the way of an unseen approaching vehicle.
The slogan is "Please Drive Carefully - We're All Pedestrians." This is the
second year that the City has mounted this campaign.

More than half of all traffic fatalities in the city of Toronto involves
pedestrians. A total of 43 pedestrians were killed in 2003 and 15 have been
killed so far this year. More than 2,400 pedestrians are injured on Toronto's
roads every year, an average of six people per day.

"The safety of pedestrians on our roads is of great concern to us and, at some
point, we are all pedestrians - even drivers," said Les Kelman, Acting General
Manager of Transportation Services for the City of Toronto. "This campaign
reminds all road users that being courteous and cautious is the best way to
keep our streets safe for everyone."

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

"If we can get people to change their behaviour on our roads, pedestrian
injuries and deaths will be greatly reduced," said Rita Brooks, co-chair of the
Toronto Pedestrian Committee. "We need to have everyone take more
responsibility to prevent collisions with pedestrians."

For more information, visit

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



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