Bright is the New Black - Be Bright @ Night campaign kicks off

Reflectors distributed as a reminder to be seen and safe while traveling at night

It’s that time of year again when the weather gets colder, the days get shorter and it becomes increasingly difficult to spot pedestrians and cyclists, especially at night. The District of Squamish, ICBC, RCMP and the Community Policing Office are aiming to change that, thanks to the annual Be Bright @ Night awareness campaign that focuses on safety and visibility while traveling after dark. The campaign launched on October 28 during the Seniors Health and Wellness Fair at the Squamish Seniors’ Centre, and comes just in time for this weekend’s Halloween festivities.

 “This is a really important initiative for the entire community to embrace; this Halloween weekend and throughout the next few months of reduced daylight hours,” says Mayor Patricia Heintzman. “It’s our responsibility as drivers, as cyclists and as pedestrians to collectively reduce the risk of motor vehicle accidents involving pedestrians.”

This is the fourth consecutive year of the Be Bright @ Night campaign, launched initially by the Squamish Trails Society as a plea for all cyclists and pedestrians to wear bright clothing and reflective gear when out on dark winter roads. The campaign is also a valuable reminder to ensure all members of your family are dressed for the dark as pets are often overlooked when it comes to reflective accessories and gear.

Be Bright @ Night has captured the interest and support of ICBC, who has once again donated safety reflectors for distribution during the upcoming campaign.

 “Crashes with pedestrians spike dramatically in fall and winter as the weather changes and daylight hours decrease,” said Harvey Kooner, local ICBC road safety coordinator. “When you’re walking, make eye contact, wear bright and reflective clothing, and stay focused on the road. When you’re driving, take extra time to look for pedestrians before turning, avoid distractions and be ready to yield.”

ICBC-sponsored safety reflectors will be available at five locations throughout Squamish beginning October 30, while quantities last: Squamish Public Library, RCMP Detachment, Municipal Hall, Brennan Park Recreation Centre, and the Squamish Seniors’ Centre. A special thank you is extended to the Community Policing Office volunteers who are helping facilitate this distribution effort.

On average, 2,400 pedestrians are injured in crashes each year in British Columbia, and many occur during the fall and winter months.

“Darkness and weather impair visibility for drivers at this time of year putting pedestrians and cyclists at greater risk,” says RCMP Staff Sergeant Brian Cumming. “The risk is significantly reduced if pedestrians wear reflective clothing and/or display safety reflectors, so we are pleased to partner in bringing awareness to this program. For cyclists, it’s important to remember that your bicycle must be equipped with a white headlight visible at 150 metres and a rear red light/reflector visible at 100 metres when riding at dusk, dawn or at night.”

Fast Facts:

• Crashes involving pedestrians happen most often between 3 and 6 p.m. during fall and winter.
• On average, 75% of crashes involving pedestrians happen at intersections.
• Of 221 traffic related pedestrian deaths in B.C. between 2009 and 2012, 53% occurred after dark. 58% of those killed were wearing dark clothing.  
• Almost one in five people killed in car crashes across B.C. are pedestrians.

For more facts behind pedestrian crashes as well as driver and pedestrian safety tips, visit the ICBC website.

Slide the white arrows side to side in the image below to see the impact of black to bright.

October 26, 2015