Attachm <br />Pedestrian safety: a road safety manual for decision-makers and practitioners <br />Attach <br />Mass media campaigns. These can be used to inform the public about pedestrian <br />safety legislation, risk factors, impact of collisions and solutions available. Targeted <br />and planned mass media and social marketing campaigns informing the public <br />about pedestrian safety laws and risk factors are necessary to improve driver and <br />pedestrian behaviour and enhance understanding of traffic issues such as traffic signs <br />and right-of-way for all road users (28). Information alone is rarely sufficient to <br />bring about changes in road user behaviour; communications should be supported <br />by strong legislation, including targeted law enforcement operations (see Box 4.8). <br />BOX 4.8: Prioritizing pedestrian safety measures in the Western Cape <br />Province, South Africa <br />The Provincial Government of the Western Cape of <br />South Africa is implementing a road safety initiative <br />known as Safely Home. The provincial government <br />has set itself a target of reducing road traffic fatali- <br />ties by 50% between 2009 and 2014 (35). The <br />majority of these fatalities affect pedestrians and <br />cyclists - 48% in the province and as high as 68% in <br />urban areas. The pedestrian safety component ofthe <br />Safely Home initiative builds on previous efforts such <br />as the pedestrian safety action plan developed in <br />2000, other road safety activities and non-motorized <br />transport programmes. <br />The city of Cape Town has a non-motorized transport <br />committee that meets monthly to discuss and plan <br />issues affecting this mode of transport. The Cape <br />Town Freeway Management System also takes meas- <br />ures to improve pedestrian safety on the freeways <br />based on video surveillance. Each of the districts in <br />the province has specific pedestrian activities such <br />as the promotion of wearing reflective bands and <br />scholar patrols at schools. <br />In 2010, the provincial government commissioned <br />a study to establish a baseline to help assess <br />medium- to long-term strategy effects of interven- <br />tions (35). The study generated a comprehensive <br />review of key safety and traffic-calming measures <br />that could be implemented (20). It also identified 16 <br />specific actions to be pursued, a number of which are <br />relevant to pedestrian safety. For example improved <br />data collection and processing; auditing road mark- <br />ings and speed limits; analysis of hazardous location <br />data; awareness raising and improved enforcement. <br />In 2012, the provincial government commissioned a <br />study to identify the six most hazardous pedestrian <br />locations in the Western Cape Province in order to <br />make proposals to mitigate the situation at each <br />location (36). The sites have been identified and <br />specific measures recommended. <br />Measures being implemented under the Safely Home <br />initiative are: <br />• Introducing speed cameras along hazardous sec- <br />tions of provincial roads. <br />• Establishing anti-drinking and driving operation <br />rooms, known locally as shadow centres, on the <br />outskirts of Cape Town. The centres conduct <br />immediate breath alcohol analysis near the <br />location and therefore offer a greater chance of <br />intervention, in an effort to reduce the incidence <br />of drinking and driving. <br />Continued... <br />81 <br />®C <br />B <br />Page 227 <br />