Transportation and Infrastructure Renewal and Halifax Regional Municipality have funded the campaign: $36,000 and $20,000 respectively for a total of $56,000. This includes design, photography, talent, production cost, media buy, etc.
The crosswalk safety campaign is part of the province's legislative enforcement and awareness initiatives to improve crosswalk safety. Initiatives include amendments to the motor vehicle act clarifying the responsibilities of pedestrians and drivers, a ban on hand-held cell phones, legislation to combat street racing and an initial investment of $300,000 over three years to begin implementing recommendations from the report of the Joint Crosswalk Safety Task Force.
The purpose of the campaign is to remind drivers and pedestrians that crosswalk safety is a shared responsibility. Both drivers and pedestrians have to pay attention around crosswalks and intersections.
Crosswalks exist at every intersection. Marked crosswalks have painted white lines and unmarked crosswalks do not. Vehicles must yield to pedestrians in both marked and unmarked crosswalks and pedestrians should use marked crosswalks when available.
Both drivers and pedestrians are responsible for crosswalk safety. Pedestrians do have the right of way in crosswalks, but they also have the responsibility to cross safely. Pedestrians should never assume drivers will see them and stop.
There are several things you can do to avoid distractions while driving including;
Motorists and pedestrians who fail to abide by the Motor Vehicle Act are subject to penalties such as demerit points, licence suspensions and fines ranging from $500 for a first offence to $2,000 for a third offence.