There’s no doubts that driving in the winter is trickier than driving during the summer.

Shorter days and inclement weather make the roads more dangerous, but it also puts pedestrians a much greater risk of being hit.

Photo Credit: ICBC

According to ICBC statistics, nearly double the number of pedestrians are injured between October and January than between May and August.

For that reason, ICBC is launching a new pedestrian safety campaign.

The provincial insurance company is appealing for those on foot this winter to make eye contact with drivers, appear as reflective as possible and only use designated crosswalks.

Photo Credit: ICBC

ICBC and community policing volunteers will be handing out reflectors and safety tips in high foot traffic areas across B.C. to help pedestrians stay visible.

The campaign will also focus on preventing distracted driving, which is a top contributing factor in crashes involving pedestrians.

Photo Credit: ICBC

“Even when drivers proceed with caution, it's hard to see pedestrians at this time of year when visibility is poor,” said Lindsay Matthews, ICBC’s interim VP responsible for road safety.

“Please focus on the road and leave your phone alone. It's time we all do our part to create a safer driving culture in B.C."

Matthews added that crashes involving pedestrians are highest between 3 p.m. and 6 p.m. every day, when most people are commuting home from school and work.