A new road safety campaign launched by ICBC aims to curb the number of pedestrian-involved crashes as less daylight and more rain combine to make B.C. roads more dangerous.

The Crown Corporation says on average, 76 per cent more pedestrians are hurt in crashes between November to January compared to spring and summer months.

The new campaign features billboards on SkyTrain and buses across the province that encourage people to “be a safe pedestrian.”

ICBC has partnered with TransLink, Transit Police and BC Transit as well, with officers in Vancouver handing out reflectors to pedestrians to increase their visibility.

Officials say distracted driving, failure to yield the right of way and weather conditions are the top contributing factors for drivers in crashes involving pedestrians.

Drivers are being encouraged to be mindful of yielding to pedestrians, looking twice before turning at intersections and giving pedestrians extra time and space to help prevent accidents.

According to ICBC, 58 pedestrians are killed and 2,400 injured in crashes every year in B.C., on average.