It’s a campaign targeting those on two wheels and two feet. London police will be conducting a one-week blitz charging pedestrians and cyclists who break the rules of the road.

It’s part of the “Make Eye Contact” campaign, using a combination of education and enforcement in an effort to send home a road safety message.

The campaign combines the efforts of the City of London, the London Middlesex Road Safety Committee and London Police Service.

Const. Darcy Bruce is with the London police Traffic Management Unit, “We want to educate people on how to be safe themselves when they're travelling but they also have a responsibility to the other people using the roadway as well."

Three years ago Doug Warrick was hit crossing in front of the Adelaide Plaza, "Walking my bike across with the green light in the cross lane and a woman turned left out of the plaza and hit me."

But Warrick admits pedestrian and cyclist behaviour is often a contributing factor when it comes to collisions.

City staff point to locations like the one at Richmond and Oxford streets where the most collisions happen.

A “Make Eye Contact” advertisement has been put in a bus shelter at that location.

Doug MacRae, the city’s director of Roads and Transportation, says, “We know that turning movement, drivers turning left and right, contributes to over half the collisions at intersections. At the same time we want pedestrians and cyclists to be aware and to try and make eye contact."

Over the last five years 371 pedestrian collisions and 193 cyclist collisions have been recorded at signalized intersections in the city.

Bruce says, in an effort to reduce those numbers, police will conduct a one-week enforcement blitz focused on pedestrian and cycling activities to re-enforce the safety message.

“We're going to be targeting the common infractions in relation to cyclists and pedestrians. With relation to pedestrians whether or not they're crossing at pedestrian crosswalk or they're crossing against the light."

The campaign is part of the larger Vision Zero initiative which, along with education and enforcement, uses engineering as part of the three E's approach.

On the engineering side, red-light cameras and more pedestrian cross walks are being incorporated to improve safety.