Intersection safety will be under the spotlight in Dunedin over the next fortnight.
The Dunedin City Council, the New Zealand Transport Authority and police are running the "Look for me - intersections.
It's your call" campaign to focus attention on intersection safety.
Road safety community adviser Henriette Rawlings said drivers would be reminded of the message through the media and advertising.
There was likely to be a greater police focus on enforcement at intersections too.
"Behaviour at intersections is Dunedin's number one road safety issue in terms of the proportion of the total number of fatal and serious crashes on the city's roads."
Seven people, four of them pedestrians, died in 547 intersection crashes between 2004 and 2008, she said.
More than a third of the crashes, 196, were fatal or serious.
"The rates of vulnerable road users killed or seriously hurt in these crashes far outweigh their proportional road-user numbers," Ms Rawlings said.
Although less vulnerable, those in cars were also at risk of serious or fatal injuries, as impacts tended to be on the side, where the vehicle was weaker.
"A vehicle gives the least protection in this situation and death or serious injury can occur even at relatively low speeds," Ms Rawlings said.
