Bold brick-waving vision zero campaign expands to another Vancouver crossing

In Vancouver, pedestrians are often at risk despite the city’s Vision Zero strategy. The advocacy group Vision Zero Vancouver has launched a number of effective campaigns calling out the city and pushing for more safety for vulnerable road users and pedestrians. Case in point, in a move that blends humour with a serious message, the group placed a container of (faux) bricks at a Vancouver crosswalk with a sign that urges pedestrians to push, pause and cross the street waving the brick at drivers before depositing the brick in a receptacle at the other side.

“We created the pedestrian brick pilot project for the entrance to Granville Island in Vancouver, BC, but we think it could be applicable at many unsafe crossings in the region,” says Michelle Scarr of Vision Zero Vancouver.

“It’s our April Fools joke that took place a little bit early, the morning of March 30th because we wanted to make sure our videographer(s) had time to make something a bit more elaborate in time for the 1st. The footage from the short video was shot by Nic Laporte who kindly volunteered with us.”

The campaign was so successful that they set up at Granville Island again as well as the intersection of Nicola and Nelson (one of the sites that previously had the pedestrian flag campaign) in downtown Vancouver.

The group also released another video, which can be seen below with Nic Laporte and Uytae Lee from About Here.

We got tired of waiting for our local leaders to act 😴

So we’re introducing our new pedestrian safety pilot: BRICKS (TM)! 🧱

Thanks to @nicthedoor & @aboutherevideos for creating this video for us! pic.twitter.com/I1Nb593Mw9

— VisionZeroVancouver (@VisionZeroYVR) April 1, 2024

While initially raising eyebrows and prompting chuckles from passersby, this unconventional safety campaign has sparked discussions around the importance of pedestrian safety and the need for creative solutions in urban environments.

The campaign, shared on social media platforms under the handle @VisionZeroYVR, has garnered attention locally as well as outside the city expressing both amusement and support for the initiative. The short clip accompanying the post captures the essence of the campaign set against the backdrop of a busy Vancouver pedestrian crossing.

Every city needs the “pedestrian brick” as part of their vision zero strategy. 🧱

🎥 @VisionZeroYVR
pic.twitter.com/GTCyEKvswo

— Jonathan Berk (@berkie1) March 31, 2024

The brilliance of this campaign lies in its ability to capture attention and stimulate conversation around a critical issue while injecting a touch of humour into the discussion. By playfully suggesting the use of bricks as a means of asserting pedestrian rights, the campaign effectively draws attention to the often-overlooked vulnerability of those on foot in urban settings.

While the “pause, push, and cross” mantra underscores the need for cities to adopt comprehensive Vision Zero strategies that prioritize pedestrian safety and aim to eliminate traffic-related fatalities and injuries. So far, little has worked.

“In the Lower Mainland, around 100 people are killed in car crashes every year, and roughly a third of those are pedestrians,” Scarr says. “Our organization’s goal is to eliminate deaths and serious injuries from traffic violence. Vision Zero has actually been achieved in other cities – not by giving pedestrians bricks – but by implementing policies and funding infrastructure to create safe systems that are proven to create safe streets.”

The initiative took on a sombre tone as another pedestrian was struck and killed by the driver of a car on March 3o.

Another person has been killed by a driver on Vancouver streets. These tragedies are policy choices. We know how to prevent deaths and serious injuries, but lack the political courage to do so. @VisionZeroYVR @CityofVancouver @Rob_Fleming https://t.co/SdEnTIDfze

— Rhi F (@RhiFaux) March 30, 2024

In the broader context of urban planning and safety initiatives, the Vancouver “pedestrian brick” campaign serves as a compelling example of how creativity and humour can be powerful tools for raising awareness and driving behavioral change. And according to Scarr, Vancouver residents should be on the lookout for more fun on the way.