Originally published by Richmond RCMP

As daylight hours decrease this fall, Richmond RCMP has partnered with the City of Richmond and ICBC to launch a pedestrian safety campaign aimed at driver awareness: urging drivers to slow down and stay focused, particularly at intersections and crosswalks.

The campaign, titled “It Can Happen Just Like That,” includes a new animated public safety video and a matching poster featuring a near-miss involving a child in a crosswalk. The campaign will run throughout October and November, aligning with province-wide pedestrian safety and enforcement efforts.

The video’s focus, a child snapping his fingers just before being nearly hit by a distracted driver, demonstrates how quickly a single moment of distraction can change everything.

The campaign’s key messages to drivers:

• Slow down and adjust your driving to the conditions.
• Stay focused and put your phone away.
• Be prepared to stop at all crossings and intersections and always scan for pedestrians.
  
  

In Richmond, the RCMP respond to an average of 100 pedestrian-involved collisions per year. While fatalities are rare, most incidents reported to police involve injuries, and the true number is likely higher due to close calls that go unreported.

ICBC Statistics*

• On average, 53 pedestrians are killed and 2,266 injured in 3,086 crashes every year in B.C.
• The majority of crashes involving pedestrians in B.C. happen at intersections (79%).
• On average, the highest number of crashes involving pedestrians occur every day between 3:00 p.m. and 6:00 p.m.
• Distracted driving is responsible for over half (54%) of crashes that result in pedestrian injuries or fatalities.

(*ICBC crash and injury data based on five-year average from 2019 to 2023. Fatalities data and top contributing factors based on police data; five-year average from 2018-2022. Crash data and trends from 2020 and 2021 may be impacted by the COVID-19 pandemic.)

Richmond RCMP will be conducting proactive enforcement and community engagement throughout the campaign. Richmond residents are encouraged to share the video and promote safe and focused driving practices with their friends and family. Parents and caregivers are reminded to have regular discussions with their children about the importance of road safety and the increased risks that pedestrians face on the roads during fall and winter months.

Quotes

"Walking is part of daily life in our city—whether it’s kids heading to school, seniors going to appointments or families crossing to the park." "Keeping pedestrians safe starts with a shared sense of responsibility. When drivers slow down and stay alert, they help make the community safer and stronger for everyone."
Mayor Malcolm Brodie

"Pedestrian crashes increase dramatically in the fall and winter months, as visibility and weather conditions worsen." "Drivers need to slow down, stay focused, and actively look for pedestrians—especially when turning at intersections, crosswalks and near transit stops."
Harvey Kooner, ICBC Road Safety & Community Coordinator for Richmond and South Vancouver

"We want people to see themselves in the video." "We want people to pause and reflect on their choices before they get behind the wheel. When visibility is low, lighting is poor, or intersections are complex, it’s the driver’s responsibility to adjust. Defensive driving means planning for the unexpected."
Inspector Vaz Kassam, Richmond RCMP Administration, Support Services, and Community Engagement officer

Contacts

Richmond RCMP Media Relations
richmond_media@rcmp-grc.gc.ca
604-207-5189