Annual Be Bright @ Night campaign stresses importance of pedestrian and cyclist safety after dark

The District of Squamish has teamed up with ICBC and the RCMP detachment and Community Policing Office to launch the now-annual Be Bright @ Night awareness campaign to highlight the importance of travelling safely after dark. The campaign launches Wednesday during the Seniors’ Wellness Fair held at the Squamish Seniors’ Centre.

“This is an important community issue and one that we need to continually work to remind people of its importance,” says District of Squamish Mayor Rob Kirkham. “Collectively we can make a difference to create a culture of awareness around safety after dark. It’s such a simple premise, but the consequences of inaction can be tragic.”

Be Bright @ Night began as an initiative launched by the Squamish Trails Society to urge all cyclists and pedestrians to wear bright clothing and reflective gear when out on dark winter roads. The campaign has captured the interest of ICBC, who is supporting the campaign with a donation of prismatic reflectors and co-branded ICBC posters.

“We’re asking drivers to do their part to share our roads safely and watch out for pedestrians especially when turning in intersections," said Harvey Kooner, local ICBC road safety coordinator. "As a pedestrian, you need to make eye contact with drivers and wear reflective clothing or gear to make it easier for drivers to see you in fall and winter.”

Prismatic reflectors will be given away at five locations throughout the community – Squamish Public Library, RCMP Detachment, Municipal Hall, Brennan Park Recreation Centre, and the Squamish Seniors’ Centre (while supplies last). Widespread distribution of such reflectors has been successful in Scandinavian countries and has dramatically decreased fatalities simply by making prismatic reflectors readily available. Between 1970 and 2011, fatalities per 100,000 people have dropped from an average of 19.5 to an average of 4.1, which is attributed to Scandinavia’s successful reflector giveaway program (Swedish Ministry of Motor Vehicles).

The Be Bright @ Night launch coincides with Halloween when there’s an increased focus on kids’ safety while they are out on the streets trick-or-treating. The week also strategically coincides with the end of Daylight Saving Time when darkness ensues before the end of the standard workday.

“Darkness and weather impair visibility for drivers at this time of year putting pedestrians and cyclists at some risk,” says Staff Sergeant Brian Cumming. “The risk is significantly reduced if pedestrians and cyclists wear reflective clothing and / or display safety reflectors, and so we are pleased to partner in bringing awareness to this program.”

Did you know:

Further driver and pedestrian tips and information are available on the ICBC website.

October 28, 2014

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