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The Pedestrian - Kesh

Kesh – 28 - is in the media industry, in a small start up company with friends – mainly producing digital content.  He lives with his partner in Brighton but much of the time is spent working in London and elsewhere.  He’s constantly in contact with clients and business partners via his phone and tablet, using hands-free headsets on the move.  It’s a competitive business and you have to be on hand to respond 24hrs.

Kesh isn’t aware that the top cause of pedestrian casualties is that the pedestrian failed to look properly (45%), being distracted in some way.  He thought drivers were mainly to blame (10%).   Most pedestrian casualties are male, with 16-35 being most at risk.  Kesh didn’t look and see Dave as he walked to the kerb after his near miss with the van. He broke 3 ribs and his arm in the collision, not being able to work for a month.


of people killed and seriously injured in Brighton and Hove were pedestrians

18-30 y.o.

account for 36% of pedestrians road traffic accidents

Top 5 causes

Pedestrian failing to look, Pedestrian in a hurry, Driver failed to look, pedestrian impaired by alcohol, pedestrian crossing road without clear vision

The Cyclist - Dave

Dave’s finishing his MSc  at Sussex Uni – he’s 22, in a house share with Pheobe  - his partner and friends in the centre of town.  He works as a cycle fast food courier part time to keep up with the bills as well as developing his own ideas.  His life is a busy balance of work, study, sport and social life – his phone is key to keeping on top of his life and those around him.  He’s passionate about music and usually is plugged in when cycling or walking around the city.

Dave’s not got a car – no need and the insurance is too much.  He’s not aware that the cyclists most at risk for collision in the city are those aged 16-34 (almost 50% of cyclist casualties) or that 80% of collisions happen at junctions. He just didn’t see Kesh as he passed the van and suffered serious injuries to his head as he came off and hit the kerb.

8-10 AM

is the peak time for casualties accounting for 34%


people were killed or seriously injured in the last three years due to distractions


of collisions happen at junctions, heightened by distractions

The Driver - Pete

Pete – 42 – has had many jobs, most recently he’s got a self-employed contract with a delivery company.  It’s pressured – lots of drops a day across Sussex.  His family live in Brighton – his kids go to local colleges and are making their own way now – though always after his money.  He knows the area well, but there are still times when the Sat Nav comes in handy.  The phone rules his work life – calls to pick up and drop off come all the time. 

He’s not aware that using a  phone at the wheel means you have a fourfold increase of a crash – hand held or handsfree.  Or that the number of points for using a phone whilst driving is now 6.  Pete was just starting to drive off when he saw Dave hit Kesh. 


more likely to crash if you use a mobile

Driving 1MPH

slower will reduce collisions within the area by 5%


more likely to die from a road traffic collision if you do not wear a seatbelt

What can I do?

We all make mistakes or take risks, mostly we get away with them.  However roads are probably the most dangerous environment we encounter every day and we often don't seem aware of that.

Ensure that you have got focus on the roads - use your senses.  If you walk, crossing the road is obviously the key time to be fully aware.  If you cycle be aware that you are vulnerable, difficult to see so ensure you are up to date with best practise for urban cycling and are fully aware of what is around you at all times.  If you are a driver you are in control of the most dangerous object in the roads.  Ensure you are fully aware of what is around you,  give yourself time and space to react to other road users mistakesMinimise your risk on the roads and be aware of the effects you can have on others.

Here are some figures demonstrating the main causes

Make a promise you'll not use a phone at the wheel again


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