I'm going to say something that's been on my mind for a while, and which I suspect might get my head bitten off in here.
As well as any additional campaigns or measures to educate cyclists and motor vehicle users, shouldn't we also consider that pesdestrians can be, and in fact often are, at fault too? And that some emphasis should also be placed on improving the behaviour of pedestrians? Which AFAIK is never talked about at an official level or part of any campaign. Certainly not further than basic education for kids to look both ways and respect the green man.
Take incidents where a bus is involved. Whereas sometimes a bus driver will of course be at fault, the majority of incidents involving a ped and a bus I can envisage, in London at least, are likely to be the pedestrian's fault. Buses rarely speed. Rarely jump red lights. Even more rarely see a drunk driver at the wheel. The fact is a high percentage (if not most) of such accidents are caused by pedestrians' carelessness or lack of attention. I see such reckless behaviour every day, in particular at rush hour on busy arteries like Brixton Road where peds constantly run in front of moving traffic on dual carriageway roads, and without checking for other traffic on the adjacent lane, or indeed the lane they've just stepped on.
Point being, you will never achieve a serious reduction in pedestrian casualties unless you also incorporate measures to improve their awareness and behaviour. But that's never going to happen as long as they are considered de facto exempt from being at fault. Which frankly, they seem to be.
