Statewide Pedestrian Safety Push Underway from TxDOT

Last year, 773 Texans were killed while walking

As the days grow shorter and the evenings stretch longer, Texas roads are becoming a little like darkened stages, where drivers and pedestrians alike have to play their parts carefully or risk a tragic misstep. That’s why the Texas Department of Transportation (TxDOT) has launched its new statewide campaign, “Be Safe. Drive Smart.”, aimed at preventing serious pedestrian accidents across the state this October.

Why is October such a dangerous month for pedestrians?

It’s no coincidence that TxDOT chose October to roll out its new campaign. According to state traffic data, October is one of the deadliest months of the year for pedestrians in Texas. As the sun sets earlier and daylight hours shrink, visibility drops, which makes it harder for drivers (especially those who are speeding, texting, or under the influence) to spot people walking or crossing the road.

Last October alone, 89 pedestrians were killed and another 143 were seriously injured in traffic crashes across the state. That’s nearly three people killed every single day. In total, 773 pedestrians died while walking on Texas roads in 2024, marking a 25% increase in pedestrian crashes since 2020. It’s a sobering reminder that something as simple as a walk around the neighborhood can turn deadly in a moment.

What is the “Be Safe. Drive Smart.” campaign all about?

TxDOT’s new campaign, which officially launched during National Pedestrian Safety Month on October 1, comes as pedestrian-involved crashes continue to rise across Texas. The initiative urges both drivers and pedestrians to stay alert and look out for one another.

At its core, “Be Safe. Drive Smart.” is about shared responsibility. It’s not just a reminder for drivers to slow down; it’s also a call for pedestrians to stay alert, visible, and predictable.

The campaign is part of TxDOT’s broader safety initiative, “Drive Like a Texan: Kind. Courteous. Safe.”, which emphasizes simple but powerful habits that save lives, such as yielding, staying aware, and showing respect on the road.

Who is the face behind the campaign?

At the heart of this year’s campaign is a face and story that Texans won’t soon forget: U.S. Air Force Major Brenna Cole-Pickrel.

Cole-Pickrel, 31, was a security expert stationed at Joint Base San Antonio-Lackland. She loved running with her dog, Daisy. But in October 2024, while jogging in a San Antonio-area crosswalk, she was struck by a driver. She died from her injuries the next day, leaving behind her fiancé and her beloved dog.

Her mother, Linda Cole, shared, “Brenna had a brilliant mind, a warm heart, and an unwavering commitment to helping others. She served her country proudly, and we mourn her loss every day. It hurts to know that it could have been prevented.”

By sharing Brenna’s story, TxDOT hopes to put a human face on the statistics. This is to remind every driver that behind each crash number is a person, a family, and a community forever changed.

How is TxDOT spreading the message about pedestrian safety?

To make sure the message reaches as many Texans as possible, TxDOT is taking the campaign beyond press releases and billboards. Throughout October, drivers and pedestrians will see safety reminders everywhere, from TV and radio spots to digital ads and highway signage.

In a creative twist, street teams of “walking billboards” will also be deployed in busy areas where people and cars frequently cross paths. The goal is to meet Texans where they are, whether that’s downtown at lunchtime, on a neighborhood street, or behind the wheel during the morning commute.

These efforts are meant to do more than raise awareness; they’re designed to change behavior because awareness without action doesn’t save lives.

What can drivers do to help keep pedestrians safe?

A split second can make all the difference between a close call and a catastrophe, and it's important to remember that every person on the road has someone waiting for them to get home safely. That’s why TxDOT is reminding drivers of a few simple, potentially life-saving habits:

• Stay alert: Always look out for pedestrians, especially in urban areas, crosswalks, and intersections.
• Stop and yield: If someone’s crossing or about to cross, give them the right-of-way.
• Put the phone away: Distractions are deadly. Don’t text, scroll, or even glance at your phone while driving.
• Be cautious near stopped vehicles: They may block your view of someone crossing.
• Follow the speed limit: Slower speeds mean better reaction times and less severe impacts.
• Watch for blind spots: Large SUVs and trucks can make it hard to see smaller pedestrians, especially children.

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