Sheffield campaign focuses on alcohol and the pedestrian

A new campaign to help prevent pedestrians under the influence of alcohol being injured by vehicles was launched recently by Sheffield Council's Road Safety Team and South Yorkshire Police. Both partners are concerned that pedestrians visiting various city centre pubs and clubs are putting themselves at risk of serious injury.

For example, over a five-year period on Sheffield’s Ecclesall Road, some 38 pedestrians have been knocked down - and nearly two-thirds of these were aged between 16 and 29 years. Many were under the influence of alcohol and as such unable to make appropriate judgements when crossing the road. West Street and Division Street in the city centre also experience similar problems.

The campaign involves the distribution of specially designed beer mats and posters that have been distributed among the city’s pubs, bars and clubs, and a series of radio broadcasts on Hallam FM.

The beer mats and posters compare and contrast the ingredients of the cocktail ‘Sex on the Beach’ and the circumstances of the production of a cocktail called ‘Tragedy on the Street’.

"This campaign targets young people who have consumed too much alcohol and then have to cross a road, hail a taxi or catch a bus or tram," said councillor Tim Rippon. "There are too many accidents that turn what was to be an enjoyable night out into a tragic event for injured pedestrians and their families, friends and loved ones."

During the campaign South Yorkshire Police will be patrolling relevant streets at a time when pedestrians are most at risk. Car, bus and taxi drivers will also be asked to be aware of the situation and drive in a restrained manner on popular city centre streets.

For further information contact Nigel Robson, senior engineer, Sheffield Road Safety, Nigel.Robson@sheffield.gov.uk.