RICHMOND — The Virginia Department of Motor Vehicles (DMV) is excited to introduce its new pedestrian safety campaign, “You’re Not a Duck,” which uses tiny ducklings to highlight a serious message. The campaign draws a comparison between the attention ducklings crossing the street receive and the often overlooked need for drivers to pay equal attention to pedestrians. 

With October marking Pedestrian Safety Month, the DMV’s latest initiative serves as a friendly reminder: while ducklings might make you slow down and smile, it’s crucial to extend that same level of care and vigilance to pedestrians. 

“Ducklings are undeniably adorable and naturally command our attention, but people crossing the street deserve just as much of our focus,” said DMV Commissioner Gerald Lackey, the Governor’s Highway Safety Representative. “Our campaign is designed to make this comparison stick in a fun and memorable way.” 

So far this year in Virginia, pedestrian fatalities have decreased by 14% compared to this time last year (84 as of September 10, 2024, compared to 98 on the same date in 2023). By drawing further attention to pedestrian safety, the new campaign hopes to continue the downward trend in pedestrian deaths. 

Developed by Two Tango Collaborative and produced by Brian Camp Pictures with editorial, VFX, color and finishing by Preymaker and audio by In Your Ear, “You’re Not a Duck” will run throughout Virginia through the middle of October. It can be spotted on TV, social and digital media, billboards, buses, radio and at community events. View the campaign video here. 

“Let’s make our roads safer by giving pedestrians the attention they deserve, just like we do for those little ducks,” said Commissioner Lackey. “And, as pedestrians, we must always protect ourselves first by ensuring drivers see us before we cross the street.” 

Here are a few tips for safe walking: 

  • Be predictable, follow the rules of the road and obey signs and signals. 
  • Plan a route with safe crossings 
  • Avoid distractions, alcohol and drugs, and be alert 
  • Dress to be seen, but never assume drivers see you 
  • Wear reflective clothing, and carry a blinking light or flashlight at night 
  • Walk on sidewalks facing traffic 
  • If there’s no sidewalk, walk facing traffic and as far from traffic as possible 
  • Watch for cars backing up, especially in parking lots and driveways 
  • Cross at crosswalks or intersections – where drivers expect pedestrians. While crossing, look for cars in all directions, including those turning left or right, and make eye contact with turning drivers before proceeding when possible. 
  • Turning vehicles can be especially dangerous at intersections. If there is no crosswalk or intersection, go to a well-lit area with the best view of traffic, wait until there is enough time to cross safely, and continue to watch for traffic while crossing. 

Here are a few tips for safe driving around pedestrians from the National Highway Traffic Safety Administration: 

  • Look out for pedestrians everywhere, at all times. 
  • Use extra caution when driving in hard-to-see conditions, such as nighttime or bad weather. 
  • Slow down and be prepared to stop when turning or otherwise entering a crosswalk. 
  • Yield to pedestrians in crosswalks and stop well back from the crosswalk to give other vehicles an opportunity to see the crossing pedestrians so they can stop too. 
  • Never pass vehicles stopped at a crosswalk. There may be people crossing where you can’t see. 
  • Never drive under the influence of alcohol and/or drugs. 
  • Follow the speed limit, especially around people on the street, in school zones and in neighborhoods where children are present. 
  • Be extra cautious when backing up and look for pedestrians. 

For more information, visit DMV’s pedestrian safety page.