The present invention relates to vehicle to entity communication. Concretely, the invention provides a vehicle to pedestrian communication system that includes a vehicle-based device having a transmitter and receiver for communicating global positioning of the vehicle. The transmitter broadcasts a global position of the vehicle as part of a vehicle periodic beacon message. A pedestrian-based device is carried by a pedestrian. The pedestrian-based device has a transmitter and receiver for communicating a global position of the pedestrian as part of a pedestrian periodic beacon message. A positional awareness of the vehicle in relation to the pedestrian is assessed by at least one of the vehicle-based device or the pedestrian-based device based on the positioning of the vehicle in relation to the pedestrian. An alert is provided to at least one of the vehicle or the pedestrian indicating a presence of the vehicle or pedestrian based on the respective global positions of the pedestrian and the vehicle.