LITTLE ROCK, Ark. — To increase safety for pedestrians and cyclists on Arkansas roadways, the Arkansas State Police Bureau of Highway Safety is launching a new campaign called “Extreme Safety.” The initiative, which will run from Sept. 3-16, aims to address urgent safety issues for our most vulnerable road users.

Pedestrian fatalities in Arkansas reached a 10-year high in 2020, with 82 fatalities, according to the latest data. The 2021 statistics reveal that the death toll among black pedestrians was more than twice that of white or Latino pedestrians. Urban areas remain particularly dangerous, accounting for 64% of pedestrian fatalities, with the majority of incidents (74%) occurring between 6 p.m. and 6 a.m.

“Our goal is simple but essential — to encourage drivers across the state to help protect the lives of pedestrians and bicyclists who are often at greater risk on our roadways,” said Arkansas Secretary of Public Safety Col. Mike Hagar. “By following safety guidelines and remaining vigilant, together we can prevent unnecessary tragedies and ensure Arkansas’ roads are safe for everyone.”

The Extreme Safety campaign will focus on key safety tips for drivers and vulnerable road users. For drivers, the campaign highlights the importance of avoiding distractions, adhering to speed limits and taking extra care at pedestrian crossings. Cyclists are encouraged to wear helmets, check their brakes and follow the rules of the road, while pedestrians are reminded to use pavements, cross the road at designated crossings and remain aware of their surroundings.

In addition to the Extreme Safety campaign, the Arkansas Highway Safety Office will conduct a second, related campaign, Fourth Wall, from October 7-19, during National Pedestrian Safety Month. The campaign will further reinforce the message of road safety and the shared responsibility of all road users.

For more information about pedestrian and bicyclist safety, visit safety/pedestrian-safety or call the Arkansas Highway Safety Office at (501) 618-8136.