Officials with the Florida Department of Transportation, the Florida Highway Patrol, the Daytona International Speedway and NASCAR launched a pedestrian awareness campaign on Saturday in Daytona Beach.

The campaign, called "Alert Today Alive Tomorrow," is aimed at reducing pedestrian involved crashes and fatalities. 

Officials decided to launch the campaign during the Daytona 500 weekend, where the streets are packed with fans in town for the festivities.

"Pedestrians need to be aware of drivers on the road and drivers need to be aware of the pedestrians that may be crossing. If you're paying attention to your driving, then we're less likely to have a crash," said Sgt. Kim Montes with FHP.

At the press conference on Saturday was NASCAR driver Joe Nemechek, who has partnered with the agencies to help launch the pedestrian campaign.