DOT Urges Drivers to Watch For Pedestrians

Statewide Campaign Begins Today

(Pierre) The South Dakota Department of Transportation begins a six-week pedestrian safety campaign today. Organizers are working with local city officials and volunteers to highlight the importance of pedestrian awareness.

Nationally, 5000 pedestrians are killed every year. There’s a fatal accident every seven minutes and during a typical workday, 4 to 5 pedestrians lose their lives. "Those are scary statistics," says Dennis Landguth, Secretary of the South Dakota Department of Transportation.

In South Dakota, an average of 13 people are killed and 146 injured each year. While that number is lower than the national average, Landguth says pedestrian safety is still a concern. "Statistics are little comfort to someone who has lost a loved one in a pedestrian accident. The more we can do to educate both drivers and pedestrians, the better chance we have of reducing tragic accidents in the future."

Experts say many of these crashes are due to unsafe behaviors by both pedestrians and drivers. So to address the problem the DOT organized a public education campaign to raise awareness about ways to make walking safer for everyone. The campaign includes a series of TV and radio ads that explain how to use pedestrian safety devises. The messages also remind drivers to watch for pedestrians and follow the laws. In addition, the DOT is working with city officials to plan Crossing for Safety walks where participants carry bright signs as they cross busy intersections. dd

The campaign will focus on the six largest communities in South Dakota focusing on a different town each week. It begins in Sioux Falls, followed by Watertown, Rapid City, Aberdeen, Brookings and Mitchell.

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Pedestrian Safety Radio Scripts

Good Driver:

Sounds of cars zooming by and other road noise. Then a young man’s voice. He sounds sincere. "I’m a good driver. I look for cars. I pay attention." Sound of tires screeching, a young girl’s scream, and shattering windshield. Then silence. Music becomes more somber. The driver is clearly emotional and says "I should have seen the little girl in the crosswalk." Then narrator "Please, look for pedestrians. Stop for them. Think of the impact you can make. A message from the South Dakota Department of Transportation."

Young Girl:

Sounds of traffic zooming by. Above the noise, a young girl’s voice. She is clearly upset. "Why was that driver in such a hurry? He saw the car in the other lane stop and he decided to go around it. He wasn’t looking for my mom in the crosswalk." Sound of tires screeching, a scream, a shattering windshield and then silence. Music becomes more somber. "I really miss her." Then narrator: Please, look for pedestrians. When a car stops in front of you, slow down and be prepared to stop. Someone may be crossing the street. Think of the impact you could make. A message from the South Dakota Department of Transportation.

Share the Road:

Sounds of several cars rushing by, then a young woman’s voice, "I walk and you drive. So let’s make a deal. I’ll watch for you – and cross the street safely. You watch for me – and stop. Think of the impact we can make." A message by the South Dakota Department of Transportation.

Pedestrian Safety TV Summary

Driver/Child Crossing:

Highlights a crucial concern for pedestrian safety: Drivers making left or right turns at intersections may not remember to look for pedestrians crossing.

Pedestrian/Signals:

Uses film footage, voiceover and animated text to explain the pedestrian crossing signs.

For more information about the pedestrian safety campaign, contact Laura Schoen at the Department of Transportation, 773-5103.