I see your confusion. You are assessing it fro the rewlity when the project already succeed. You think: people who wonder on the street are to blame if they are hit. How term change it in anyway? Right? Streets are for cars. Obviously.
Buy before the campaing, the streets.actually belonged to the people and cars were exception. You had a shopping carts there, children plaing, cyklist and walkers. Cars were introduced, and the responsibility was on the driver to keep attention. When the increasing number of accidents start to generatete bad press and there was a risk that use of car will become highly regulated, they launched the the campaign with a besic premise "car exidents victims are simpletons that have only themselves to blaim".
Your confusions is a testimony to how well it worked.
And "littering" is the "real" culprit why we all drawn in uneccesey plastic. We should blame consumers not the polluters.
Corporations do it all the time.