Virginia DMV reminds pedestrians 'you're not a duck'

Drivers stop for ducks but often not for pedestrians – that's the message of a new Virginia Department of Motor Vehicles campaign designed to raise awareness among both drivers and pedestrians about pedestrian safety, at a time when officials statewide are working to reduce pedestrian-involved crashes.

The initiative, titled "You're Not a Duck," uses ducklings to draw attention to the need for drivers to pay the same level of attention to pedestrians as they do to ducks – and to remind pedestrians of the need to be particularly careful when walking on or near roads.

Pedestrian fatalities have decreased by 14 percent in Virginia so far this year, according to DMV officials, but the agency wants to ensure that the trend continues. The campaign will run throughout Virginia through the middle of October on TV, social media, billboards, buses, radio, and at community events.

"Ducklings are undeniably adorable and naturally command our attention, but people crossing the street deserve just as much of our focus," said DMV Commissioner Gerald Lackey, the governor's highway safety representative.

Henrico, the sixth-largest locality in Virginia, has the fifth-highest total of pedestrian-involved crashes among Virginia localities this year through Sept. 10 but the second-highest total of pedestrian fatalities (nine), trailing only the state’s largest locality, Fairfax County (10)., according to the DMV.

Augusta County, which had only seven pedestrian-involved crashes, was third in pedestrian fatalities with six.​

Statewide, there were 1,110 crashes involving pedestrians through Sept. 10, with 84 fatalities and 1,094 injuries resulting from those incidents.

The new DMV campaign also reminds pedestrians of their responsibilities, such as following the rules of the road, planning a safe route, avoiding distractions, and dressing to be seen. The DMV hopes that the campaign will encourage pedestrians to take an active role in their safety and help reduce the number of pedestrian fatalities.

Drivers should look out for pedestrians everywhere, use extra caution when driving in hard-to-see conditions, slow down and stop when turning or entering a crosswalk, and never pass vehicles stopped at a crosswalk, according to DMV officials.

For details, visit the DMV's pedestrian safety website or the Henrico Police's "Watch Out Ahead Henrico!" website.