The City of Toronto’s “Be Safe” public education campaign was launched in July 2021 to remind all road users – people walking, cycling, riding motorcycles and driving – to exercise caution, stay alert and obey the rules of the road as car, bicycle and pedestrian traffic volumes continue to rise.
The campaign, which advances the education component of the City’s Vision Zero Road Safety Plan, is intended to promote awareness of the rules of the road especially as they relate to cycling safety. It features a set of messages and creatives that remind the public of how to safely interact with the different types of cycling infrastructure, encourage all road users to share the road and alert people driving or cycling to stay vigilant, slow down and obey traffic and speed signs.
The campaign will run until September 31 and will be featured on the advertising faces of Toronto’s Bike Share stations, transit shelters, bus backs, billboards, parking garages in addition to radio, print and social media ads.
