Ensuring pedestrian safety through participatory design and behavior change models

The road traffic fatality rate in Bangladesh is alarmingly high, with 102.1 fatalities per 10,000 vehicles, according to a study. Archive photo: PALASH KHAN

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The road traffic fatality rate in Bangladesh is alarmingly high, with 102.1 fatalities per 10,000 vehicles, according to a study. Archive photo: PALASH KHAN

Every year, road traffic crashes kill approximately 11.9 million people worldwide, with between two and five million suffering non-fatal injuries (as of 2023). Among them, vulnerable road users (VRUs), including pedestrians, motorcyclists and cyclists, account for more than half of all road traffic-related deaths. Pedestrians, in particular, face significant risks as they lack protection when sharing the road with vehicles. Road crossing is particularly dangerous, with many incidents occurring in low- and middle-income countries (LMIC), where inadequate infrastructure compounds the danger.

Bangladesh is not immune to these problems. The roadside environment near schools, factories and shopping centers creates a large number of pedestrian crossings, especially along major highways. Without proper infrastructure, crossing the road can be life-threatening; The country’s road traffic fatality rate is alarmingly high, with 102.1 fatalities per 10,000 vehicles, more than 10 times the Southeast Asian average. In 2018, mass student protests broke out in Bangladesh after two high school students died in a road accident, highlighting the urgency of improving pedestrian safety. Traditionally, highway agencies have constructed grade crossings such as zebra crossings or built pedestrian bridges and underpasses, but pedestrian use of these facilities remains low.

In developing countries such as Bangladesh, debates about pedestrian safety often revolve around two main issues: poor infrastructure design and road user behavior. While road authorities and experts often attribute pedestrian injuries and deaths to reckless actions by pedestrians and drivers, users themselves often point out inadequate and unsafe facilities. However, ensuring road safety, especially for vulnerable users such as students and workers traveling on highways, requires shared responsibility and cooperation between authorities and the public.

The Secure System approach emphasizes that authorities have the primary responsibility for providing secure infrastructure. However, to develop effective and lasting solutions, the needs and behavior of road users must also be taken into account. Unfortunately, these user-centred elements (i.e. understanding pedestrian behavior and promoting positive change) are often overlooked when designing road interventions in Bangladesh.

A recent study examined institutional design practices in Bangladesh and explored the benefits of using a participatory design process known as participatory design along with a behavior change framework to improve pedestrian safety. The purpose of the study was to determine how these methods can improve the effectiveness of road safety interventions, reduce injury and fatality rates, and promote shared responsibility among stakeholders.

The Secure System approach emphasizes that authorities have the primary responsibility for providing secure infrastructure. However, to develop effective and lasting solutions, the needs and behavior of road users must also be taken into account. Unfortunately, these user-centred elements (i.e. understanding pedestrian behavior and promoting positive change) are often overlooked when designing road interventions in Bangladesh.

In Bangladesh, local road agency experts pioneered traditional design measures on four highway sections known for heavy pedestrian traffic. Focus group discussions were then held with students and workers – those most at risk when crossing these highways. Following these discussions, four co-design workshops were held, allowing road users to collaborate with professionals in developing safety measures. To further improve the design process, the COM-B behavior change model (ability, opportunity, and motivation influencing behavior) was integrated into some workshops. The study methodology included comparing interventions created exclusively by professionals with interventions developed collaboratively, and assessing the additional benefits of using the COM-B model. The effectiveness of each intervention was assessed through safety assessments and stakeholder feedback.

The results were amazing. The co-designed measures, created in collaboration with road users, have demonstrated significant improvements in usability and safety compared to traditional designs. Participants provided valuable insight into the practical challenges they face, leading to a more intuitive and efficient infrastructure. The introduction of the COM-B model has yielded even more positive results, eliminating not only design flaws, but also encouraging pedestrians to behave more safely when crossing.

Perhaps one of the most important results was a shift in perceptions among stakeholders. Interviews showed that co-design promotes a sense of shared responsibility, breaking the vicious cycle of blame where authorities and road users point fingers at each other. By involving users in the design process, stakeholders better understood the problems faced by pedestrians and began working together to find solutions.

Bangladesh is not alone in its fight to protect vulnerable road users. Globally, VRUs, especially in low- and middle-income countries, are disproportionately affected by road traffic crashes. Pedestrians in these regions often rely on outdated or poorly designed infrastructure, while high-income country (HIC) intervention strategies primarily target vehicle occupants and may not be applicable in the context of low- and middle-income countries. Developing effective solutions requires understanding local injury patterns and the unique challenges pedestrians face.

The Safe System approach, widely promoted in high-income countries, emphasizes the responsibility of authorities to ensure road safety through appropriate design and infrastructure. However, in many low- and middle-income countries, the gap between user behavior and infrastructure use remains unresolved. As a study from Bangladesh highlights, interventions that do not take user behavior into account are unlikely to be successful, no matter how good they may look on paper. By combining co-design with behavior change models such as COM-B, authorities can create interventions that not only meet safety standards, but also encourage appropriate use.

The results of this study highlight the potential of co-design and behavior change models to improve road safety for vulnerable users. By involving pedestrians in the design process, authorities can ensure that crossings are safe and intuitive to use. Additionally, integrating the COM-B model helps address behavioral factors that impact road safety, resulting in more effective and sustainable interventions.

In Bangladesh and other developing countries, where resources for road safety are often limited, these innovative approaches offer a cost-effective solution. Co-design promotes shared responsibility, and behavior change models help bridge the gap between user behavior and safe use of infrastructure. As Bangladesh moves forward, adopting these strategies can significantly reduce pedestrian injury and fatality rates, creating a safer road environment for everyone.

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Dr. Mohammad Shaheen SarkerChief Engineer, Roads and Highways Department (RHD), is the Additional Director of the Bangladesh Road Safety Project, jointly funded by the Government and the World Bank.

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The opinions expressed in this article are those of the author.

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