LITTLE ROCK, Ark. —  To enhance pedestrian and bicycle safety on Arkansas roadways, the Arkansas State Police Highway Safety Office is launching a new campaign called “Extreme Safety.” Running from Sept. 3rd to the 16th, this initiative aims to address the pressing concerns surrounding safety for our most vulnerable road users.

According to recent data, pedestrian fatalities in Arkansas reached a 10-year high in 2020, with 82 tragic deaths. The 2021 statistics reveal that fatalities among black pedestrians were more than twice as high as those among white or Hispanic pedestrians. Urban areas remain particularly hazardous, accounting for 64% of pedestrian fatalities, with most incidents (74%) occurring between 6 p.m. and 6 a.m.

"Our goal is simple yet crucial — encourage motorists across the state to help protect the lives of pedestrians and cyclists who are often at a higher risk on our roads,” said Arkansas Public Safety Secretary Colonel Mike Hagar. “By following safety guidelines and staying alert, together we can prevent unnecessary tragedies and ensure Arkansas roadways are safe for all.”

The "Extreme Safety" campaign will focus on critical safety tips for motorists and vulnerable road users. For motorists, the campaign highlights the importance of avoiding distractions, adhering to speed limits and being particularly cautious at crosswalks. Cyclists are urged to wear helmets, check their brakes and follow rules of the road, while pedestrians are reminded to use sidewalks, cross at designated areas and remain vigilant of their surroundings.

In addition to the "Extreme Safety" campaign, the Arkansas Highway Safety Office will run a second related campaign, "Fourth Wall," from October 7 through October 19, aligning with National Pedestrian Safety Month. The campaign will further amplify the message of road safety and the shared responsibility among all road users.

For more information on pedestrian and bicycle safety, visit https://www.nhtsa.gov/road-safety/bicycle-safety and https://www.nhtsa.gov/road safety/pedestrian-safety or call the Arkansas Highway Safety Office at (501) 618-8136.