Bus operator Arriva has launched a new national safety campaign, 'Stay Alert: Stay Alive', to address the rising danger of pedestrian distraction from mobile phones and headphones. The initiative comes in response to data showing that between 75 and 107 incidents occur annually in the UK where a pedestrian steps directly into the path of a bus.
Developed by Arriva's North West and Wales division, the campaign is timed to coincide with the start of darker evenings and adverse weather conditions, a period which sees a significant spike in such incidents.
Key Takeaways
- Arriva has launched the 'Stay Alert: Stay Alive' campaign to combat pedestrian distraction.
- Data shows 75 to 107 pedestrians step in front of Arriva buses each year in the UK.
- 65% of these incidents happen between October and March, with Fridays being a peak time.
- The campaign was developed locally in the North West and is especially relevant for busy urban areas like Liverpool.
- It targets both pedestrians and Arriva's own drivers to improve overall road safety.
The Rising Threat of Distracted Walking
The new safety initiative from Arriva directly targets a modern problem: pedestrians who are unaware of their surroundings due to being absorbed in their mobile devices. The 'Stay Alert: Stay Alive' campaign was created by Ray Cowpe, the risk manager for Arriva North West and Wales, to promote greater awareness near traffic.
According to Arriva's internal data, the use of mobile phones and headphones is a primary factor in the majority of road safety incidents involving pedestrians. The campaign's core message encourages people to put their devices away and remain fully conscious of their environment, especially when near roads.
The Challenge of Quieter Vehicles
A contributing factor to the increased risk is the growing prevalence of electric and hybrid buses. These vehicles operate much more quietly than traditional diesel models, reducing the auditory cues that pedestrians often rely on to detect approaching traffic. This makes visual awareness more critical than ever.
The campaign serves as a modern update to traditional road safety advice. While past generations were taught to 'stop, look, and listen', the new guidance emphasizes the need for proactive attention in an age of constant digital distraction.
Data Reveals High-Risk Periods for Pedestrians
The timing of the campaign's launch in October is a strategic decision based on detailed incident analysis. Arriva's data clearly shows a seasonal pattern in pedestrian-related accidents.
A staggering 65% of all incidents where a pedestrian steps into the path of a bus occur during the autumn and winter months, specifically between October and March. This is attributed to reduced daylight hours and poorer weather conditions that affect visibility for both drivers and pedestrians.
The analysis also identified specific times of the week when pedestrians are most vulnerable. Incidents tend to peak towards the end of the working week, with Friday afternoons being a particular hotspot.
"We urge people just to be aware of the time of the week. Fridays are especially vulnerable, especially Friday afternoons between three and five [pm]; it’s the end of the week, we start to relax, which people need to do, but I suppose that attention can possibly diminish a little bit during those times."
This data suggests that a combination of reduced visibility, end-of-week fatigue, and a relaxed mindset contributes to a higher risk of accidents. The campaign aims to counteract this by reminding people to maintain their vigilance.
Liverpool a Key Focus for New Safety Initiative
Although 'Stay Alert: Stay Alive' is a national campaign, its origins in Arriva's North West and Wales division make it particularly pertinent for Liverpool. The division, which operates many of the city's busiest bus routes, developed the initiative based on regional safety observations.
Liverpool's dense urban environment, with areas of high foot traffic like the city centre, Smithdown Road, and the Knowledge Quarter, presents a constant challenge for road safety. The city's large student population, who are often heavy users of headphones and mobile phones, represents a key demographic the campaign hopes to reach.
National statistics from the Department for Transport (2020-2024) support this urban focus. The data shows that 87% of all pedestrian casualties in the UK occurred on roads in urban areas, compared to just 13% on rural roads.
The campaign's presence on buses and social media channels across Liverpool aims to embed a culture of awareness among residents, students, and visitors who navigate the city's busy streets daily.
A Dual Approach to Improving Road Safety
A unique aspect of the 'Stay Alert: Stay Alive' campaign is its dual-sided approach. While the public-facing message is aimed at pedestrians, there is a concurrent internal campaign for Arriva's own employees.
Ray Cowpe explained the importance of this integrated strategy. "It’s really important to us that our community is safe…our customers are safe," he said. "There’s a driver side to this campaign, which our employees will see at the same time, so when our drivers stay alert, it helps pedestrians. It’s like a double-sided campaign."
This internal training reinforces best practices for drivers, encouraging heightened awareness and defensive driving techniques, especially in pedestrian-heavy zones. By ensuring that both drivers and pedestrians are more alert, Arriva hopes to create a safer environment for everyone.
Building on Previous Success
This initiative follows Arriva's successful 'Stop and Stay' campaign from 2023, which was focused on improving road safety for children. 'Stay Alert: Stay Alive' broadens this focus to include adults, who are equally, if not more, susceptible to digital distractions.
Practical Advice for Pedestrians
The campaign offers simple, actionable advice for pedestrians to incorporate into their daily routines. The goal is to encourage a conscious moment of awareness before crossing a road or stepping off a kerb.
Ray Cowpe offered clear guidance for staying safe:
- Pause Your Audio: "Hit pause on your music, so you can hear your surroundings."
- Actively Look: Don't just glance. "Take the time to actively look before you step near to the edge of a kerb."
- Be Mindful: "Just take a conscious moment to be more aware of your surroundings."
These small actions can significantly reduce the risk of an accident by ensuring that a pedestrian's senses are not compromised by technology. The 'Stay Alert: Stay Alive' campaign will be promoted across Arriva's social media platforms and on its fleet of buses from October, ensuring high visibility during the most critical months of the year.