A new ICBC campaign is cracking down on speeders in hopes of curbing the leading cause of car-crash fatalities in the province.
Each year, 82 people are killed in speed-related crashes, including drivers, passengers and pedestrians.
According to ICBC, chances of survival when a pedestrian is hit by a vehicle decreases from 90 per cent to as low as 50 per cent when speeds top 80 kilometres per hour.
Highways in the southern Interior see the most speed-related deaths, with 28 people on average killed each year.
The campaign will run through May, and include a police-led speeding blitz, as well as reminders across social media.