Richmond, Virginia DMV launch ‘See and Be Seen’ campaign to raise awareness for pedestrian safety
VENN
RICHMOND, Va. (WRIC) -- The city of Richmond, the Virginia Department of Motor Vehicles (DMV) and the Commonwealth's Highway Safety Office are teaming up for a new campaign to raise awareness for pedestrian safety amid a surge of pedestrian deaths.
The multi-platform "See and Be Seen" campaign comes after the city saw multiple pedestrian deaths since December 2025. According to a March 19 press release, officials are urging drivers to slow down and look for people walking, biking and rolling.
Richmond Mayor Danny Avula called this a "moment for action" and said that the city has different elements to protect lives and make the city safer.
"We are combining education, enforcement, and engineering improvements to protect lives and make our streets safer for everyone," Avula said in a press release. "The safety of our neighbors and friends has to be a priority, and we need to do our part, especially when behind the wheel."
In addition to the campaign, the city said it has also accelerated targeted infrastructure upgrades. At 10th Street and Marshall Street, the city's Traffic Signal Shop installed new audible pedestrian beacons that provide clear crossing messages and destination guidance for individuals with limited sight, according to the release.
DMV officials said the campaign will also share practical tips to help pedestrians in Richmond stay safe, visible and alert.
For drivers:
- Slow down: Near crosswalks, schools, parks and downtown corridors
- Stop for pedestrians in marked and unmarked crosswalks
- Look left right and left again before turning
- Eliminate distractions: Put your phone away and focus on the road
- Yield and be patient
- Never drive impaired
- Take driving seriously
For pedestrians:
- Use marked crosswalks and obey traffic signals
- Make eye contact with drivers with drivers before stepping into the street
- Stay alert: Avoid walking while distracted by your phone or headphones
- Be visible at night by wearing bright or reflective clothing
- Take advantage of pedestrian signals and audible cues at intersections
"Seeing and being seen isn’t just a slogan, it’s a lifesaving commitment," said DMV Commissioner Dr. Gerald F. Lackey in a press release. "When we look out for one another, we prevent crashes, protect families, and build a safer Richmond."
The multi-platform project was completed within 40 days, according to officials, and if successful, the technology could expand to other high pedestrian traffic areas and prioritize Richmond’s "high-injury network."
For more information on pedestrian safety resources, visit Richmond's Vision Zero webpage.
