Toronto Police have launched a new road safety campaign in the hope of drastically reducing the number of pedestrians getting killed while crossing the street.
A total of 62 people were killed in traffic incidents on city streets in 2017, including 36 pedestrians, with seniors aged over 65 making up a large portion of pedestrian fatalities.
So far this year, there have already been seven fatalities on Toronto roads, including five pedestrians.
"A pedestrian being hit by a car -- a pedestrian is going to lose," Supt. Scott Baptist told reporters at a media briefing Tuesday afternoon.
Baptist said those crossing the street need to eliminate distractions like looking at a cellphone, listening to music, or having their peripheral vision covered by a hoodie.
But he said everyone needs to play their part in bringing down the number of pedestrian deaths, including drivers.
"Motorists are not paying attention. Motorists are distracted. Impaired driving continues to be a leading cause of death in our city."
Baptist said drivers doing left-turns at intersections, and mid-block crossings by pedestrians are key areas where car-versus-pedestrian collisions occur.
"We need the conversation to start in homes across this city, where people talk with children, children talk with parents and grandparents."
The campaign, labelled 'Road Safety-It Starts With You,' runs until Monday, January 22.