Pedestrians

El desafío es implementar una iniciativa que permite mejorar y poner en práctica acciones que reduzcan los enclaves de concentración de accidentes, recogiendo el propósito de “Avanzar juntos hacia una movilidad segura”, compartiendo y comprometiéndonos a conseguir unos objetivos, desarrollando unas actividades que permite abordar con éxito el problema de la seguridad vial urbana en la Ciudad de Madrid, la segunda Ciudad Europea con mayor población.

Vulnerable road users (VRUs), including pedestrians and cyclists face several significant road safety challenges, especially at the intersections and crosswalks. Poorly designed or marked crosswalks, inappropriate traffic light planning and lack of pedestrian priority measures contribute to higher risks. More particularly, many intersections do not give sufficient priority to pedestrian or cyclists. Short crossing times, lack of adequate pedestrian requests, lack of dedicated pedestrian phases, lack of information providing to the VRUs, and insufficient waiting areas at intersections increase the risk of accidents and put in jeopardy the safe crossing of the intersection. Examining the accidents in intersections has revealed that one of the situations with high accident risk is when a vehicle is performing a right turn at the intersection while a cyclist or pedestrian is crossing the road straight and is at the blind spot of the driver.
Furthermore, the approaching and crossing of an intersection by an emergency vehicle using only the alarm is a critical safety situation for different groups of road users. Firstly, emergency vehicles are facing critical and dangerous situations while getting to the emergency scene time, since drivers do not react immediately to make space and in front of red traffic lights, many drivers wait for "green" instead of carefully crossing the stop line and making room for it. In addition, the vulnerable road users could also be exposed to danger in this scenario. For example, a pedestrian may not be paying attention and hear the alarm too late or it could be a hearing impaired person.

A staggering 1 in 4 road deaths in Ireland in 2023 and 2024 involved young people aged between 16 and 25 years old (RSA, 2023 & 2024). This initiative works with young people to raise their awareness and their understanding of road safety, whilst providing these students with the opportunity to use their own voices to communicate to their peers through reimagining of road safety marketing campaigns.

This initiative works with young people at a crucial stage in their lives- as they become eligible to drive. In 2025, this initiative engaged over 1000 young people, who were early stage, new or learner drivers. This initiative acknowledges that this cohort of young people are most vulnerable on our roads and are not as receptive to the standard marketing around road safety to date.

In an attempt to reduce this disconnect, we are working with 18 to 25 year old students to use their own experience of road safety, and their marketing skills to relate best to their peers through highly curated, highly targeted marketing campaigns.

Si è creato un percorso protetto per i pedoni ed i ciclisti che collega il centro città alla periferia dove ci sono le scuole e gli impianti sportivi.
Il percorso è stato realizzato seguendo la normativa e permettendo agli utenti deboli della strada di potersi spostare in sicurezza.
Prima della creazione del percorso gli utenti deboli della strada dovevano percorrere il percorso utilizzando marciapiedi dissestati, attraversare incroci pericolosi. In questo modo, adesso, possono recarsi a scuole, ai centri sportivi o presso le loro residenze in maniera sicura.

In 2018, an analysis of the causes of road crashes involving pedestrians in the voivodship Małopolskie in Poland found that 68% of such crashes occurred in the vicinity of pedestrian crossings. The Małopolska Voivodship Police Headquarters in Cracow undertook a detailed assessment of the illumination of and road markings at pedestrian crossings for the whole region. The study identified a large number of deficiencies, especially related to illumination. The official statistics confirmed the high risk for pedestrians on pedestrian crossings.

According to the 2023 report from the Spanish General Directorate of Traffic (DGT), run off accidents are the accidents with the highest fatality rates (42% of the total). This figure has seen no improvement in the last five years, but has actually worsened slightly.
With the objective of finding solutions to this serious traffic, social and health problem, and aligned with the EU-supported ‘Vision Zero’ strategy, Metalesa has led pioneering scientific research in cooperation with the University of Valencia.
Using official accident data from police databases, up to 56,607 run off accidents with victims were analysed. One of the conclusions is the need to install approved vehicle restraint systems (passive road safety), while the other main conclusion is that installing them with embedded new Intelligent Transportation Systems (ITS) technologies may prevent up to 43.5% of all run off accidents (active road safety).
Armed with these results, Metalesa has developed a versatile and innovative technology system, PLUG&META®, that integrates into any road equipment and – through a network of sensors – is able to detect risk scenarios on the road, warn users in real time of hazardous situations and report the data to the competent authorities.
PLUG&META® allows any existing passive equipment to be transformed into smart and connected ones. This is what we call “Active Road Safety for infrastructure”. It is easy to install, affordable, and versatile enough to be incorporated into any road system equipment. It prevents run off accidents by identifying risks in real time and signalling them in order to alert road users. Some of the main risks that can be detected and warned about include:
- Crashes against the equipment
- Problematic time zone
- Limited or reduced visibility
- Risk of ice on the carriageway
- Strong gusts of winds
- Presence of cyclists, pedestrian or animals on the road
- Excessive speeds
- Nearby traffic jams
- Roadworks
- Tight or dangerous bends
- Coordination with traffic lights

All data and control of the different uses and configurations of the technology is via the PLUG&META® TRACE platform. This management platform allows municipal or road administrators to monitor the different smart infrastructures from anywhere thanks to its remote connection.
Through the platform, administrators can check the correct functioning of each device, the road safety alerts that have been registered, the signalling method for each risk scenario, the road safety statistics generated by the smart infrastructures, user and role management and alert validation, among other options. It is a responsive platform, which can be used remotely on any device with an internet connection.
It also allows integration with other third-party management platforms already used in the administrations.
The technological system described and proposed for the award is totally innovative worldwide for its ability to integrate (in a simple, effective and economical way) all these features in a single device at the same time, simply using a plug&play connection for the sensors, those that each administration needs in each scenario.
With this solution, any road administration, and society in general, would have a wide and varied network of equipment available that can ensure the safety of users autonomously and in real time, signalling only those situations that pose a potential risk.
Roads therefore become a safer, dynamic, interactive, protected environment, which will contribute to reducing the number of road accidents.
In summary, the innovative system described above is composed of two well-structured and coherent axes: scientific-technical research on run off traffic accidents + innovative and patented digital technology that provides the infrastructure with Active (preventive) Road Safety. This is an important step in the roadmap towards Smart Roads, facilitating modal coexistence between users, and contributing to reducing the likelihood of run off accidents, which, as previously mentioned, is one of the most serious problems for road safety, as it is the type of accident that causes the most victims each year in Spain and Europe.

DEKRA Italia, as a leading road safety company, faces several challenges and problems to raise awareness of the issue and reduce the number of accidents and deaths. One of the main ones is the increasing presence of driving distractions, such as cell phone use or lack of attention to the road due to fatigue or stress.
Our daily commitment is to raise awareness about the consequences of these bad habits and to promote responsible driving behavior.

In Italy in particular in the last year, there is a high number of road accidents especially among the younger generations: in this sense, our Mission is to raise awareness on proper road education among the youngest, but also aiming to include all age groups in order to change their cultural asset, values and habits in order to support the growth of a generation of future drivers inspired by safety and sustainability. By 'playing' from an early age with road safety and proactively exercising young people on the golden rules of safe driving, we are sure to contribute to future drivers being ready for the challenges on safety and sustainability of the cities of the future, between micro- and macro-mobility.

Increasing the safety and visibility of pedestrian crossings has to be a priority, especially in an urban environment. In Porto, 31,2% of all travels are done walking, with the exponential rise of tourism most likely increasing that value over the next few years. We set out to highlight pedestrian crossings without traffic lights in main streets, but also to induce the idea that pedestrian crossings with traffic lights in main streets are safer. In Porto, there are 298 intersections regulated by traffic lights.