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Negligence, inattention and distraction are the main causes of accidents involving drivers and pedestrians.
The purpose of the 2010 campaign – on the theme “Drivers, obey signs and signals. Pedestrians, for your own protection, make sure you have been seen and cross at intersections only” – was to promote pedestrian safety.
Year after year, there are more pedestrian accident victims during the fall (October, November and December) than at other times of the year, namely because:
During Pedestrian Month (October), the campaign encouraged drivers to obey road signs and signals. It also asked pedestrians to make sure they have been seen by drivers, to obey road signs and signals and to cross at intersections.
Nearly 80% of those accidents happen at intersections or between two intersections.
Commercial broadcast on the main French-language television networks in Québec from October 4 to 31, 2010
Ads aired on English-language radio stations in Montréal as well as on French-language community stations from October 4 to 31, 2010
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