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September 8, 2005
Pedestrian Safety advertising campaign launched by City's Transportation Services Division
The City of Toronto's Transportation Services Division is launching an
advertising campaign to once again encourage drivers to be more aware of

The advertising, which is on transit shelters and curb-side garbage/recycling
bins, features a collision between a pedestrian and a vehicle with the vehicle
being damaged and the pedestrian unhurt. The slogan for the advertisement is
"If only." This is the third year that the City has mounted a campaign for
pedestrian safety.

More than half of all traffic fatalities in the City of Toronto involve
pedestrians. A total of 28 pedestrians were killed in 2004 and 12 have been
killed so far this year. More than 2,300 pedestrians are injured on Toronto's
roads every year, an average of six people per day.

"We are extremely concerned about the safety of pedestrians on our roads," said
Gary Welsh, General Manager, Transportation Services. "After all, we're all

While the number of pedestrians killed on Toronto roads has declined the past
two years, Welsh pointed out that it is important for both drivers and
pedestrians to continue to be cautious.

"We all need to continue to be vigilant in our safety efforts. The best way to
keep our streets safe is for everyone to be courteous and cautious at all times
and this advertising campaign reminds everyone of that," added Welsh. "If the
streets are safe for pedestrians, they're safe for everyone."

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

Media contact:

Steve Johnston
Sr. Communications Co-ordinator


Pedestrian Safety Statistics
  • Half of all traffic fatalities involve pedestrians.
  • Pedestrian Fatalities in 2004: 28
  • Pedestrian Fatalities in 2005: 12 (to August 31)
  • More than 2,300 pedestrians are injured every year in traffic collisions (Average: six people per day).
  • The We’re All Pedestrians campaign, launched in 2003, is a multi-year safety and awareness campaign aimed at encouraging better driving habits (working in cooperation with Toronto Police Service).
  • In 2005, 220 posters appeared on transit shelters and 500 curb-side garbage/recycling bins across the city for five weeks.
  • Also in 2005, the safety message has been produced on one streetcar which travels on various routes over a 13-week period.
  • In 2003 and 2004, 200 posters on the backs of buses, 190 transit shelter posters and posters on 250 curb-side bins were displayed around the city for five weeks each fall.
  • Posters have also been placed in libraries, community centres, schools and other locations.

Transportation Services has an extensive program to make Toronto streets safer
for pedestrians including:

High Reflective Yellow-Green School Crossing Signs

  • The city is replacing 3,500 school crossing signs with more visible
    signage that makes them easier to see during dawn and dusk

    Watch Your Speed Program

  • Four speed display trailers are used throughout the city in
    neighbourhoods with a history of local speeding. A sign mounted on the trailer
    reminds motorists of the posted speed limit in the area while the radar unit
    measures the speed of approaching vehicles and displays this speed back to the

    Pedestrian Crossover Review

  • Transportation Services is reviewing the use of each pedestrian crossover
    in the city to determine if it is the most suitable device for pedestrians and
    drivers at each location.

    Pedestrian Collision Study

  • Transportation Services is conducting an in-depth study of pedestrian
    collisions to identify the most frequent causes and possible solutions to
    prevent them.

    More information on the We’re All Pedestrians program is available on the City’
    s Web site at



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