Barrie police have launched a new traffic safety initiative aimed at reducing the number of pedestrians and cyclists being struck by vehicles in the city.
The initiative, known as Project LIMA, combines data analysis, targeted enforcement, and public education.
Const. Taylor Collins says her experience as a paramedic highlighted the issue.
"I previously worked as a paramedic, and I attended numerous struck collisions at that time. Once I transferred over to Barrie (police), I was seeing a relation that there's just a high prevalence of pedestrian strikes. What we did was deploy officers at the beginning of January, and we were targeting a traffic safety blitz under the operation named Project Lima."
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Collins says police worked with their research and data teams to identify where collisions are happening most often.
"They were able to extract data backdating to 2023 on where the hotspots are for pedestrians struck."
The analysis revealed Bayfield Street, Dunlop Street in the downtown, and the area of Yonge Street and Big Bay Point Road.
Staff Sgt. Angie Butler says the goal is not just enforcement, but a broader commitment to safety.
She notes that 60 per cent of pedestrian and cyclist collisions occur between April and November, typically during peak traffic times in the morning, around lunchtime, and into the evening.
Butler explains that officers are taking time to educate drivers rather than just writing up tickets, especially when it comes to vehicle equipment issues like burned-out headlights. Enforcement also includes rolling stops at stop signs and red lights, and illegal window tint.
"When people have a high level of tint above the legal limit, that actually reduces eye contact between the driver and pedestrians on the crosswalk," explains Collins.
Police add that pedestrians and cyclists must do their part to ensure safety, and to be aware of their surroundings.
"This is a shared responsibility," said Butler, citing reflective clothing as a protective measure that pedestrians and cyclists should consider wearing.
Collisions in Barrie have increased between 2023 and 2025, according to police, and data from Project Lima will be reviewed at the end of the year to see whether enforcement and education efforts have made a difference.
When it comes to public safety, Collins says the police are not involved in this project as a punitive measure.
"We're on their side, and hopefully, the streets of Barrie will become safer through this initiative."
