The City of Toronto’s “Be Safe” campaign aims to remind all road users – pedestrians, cyclists, motorcyclists and drivers – to exercise caution, stay alert and obey the rules of the road as traffic volumes continue to rise and now that many students have returned to school.

The campaign, which advances the education component of the City’s Vision Zero Road Safety Plan, features a series of messages that promote awareness of the rules of the road, especially as they relate to cycling infrastructure, and remind residents to take extra safety precautions.

As part of the City’s response to the COVID-19 pandemic, approximately 40 kilometres of new on-street bike lanes have been installed as cycling continues to increase in popularity. The campaign aims to educate the public on how to safely interact with the different types of cycling infrastructure and encourages all road users to share the road.

The campaign also aims to remind drivers and cyclists to stay vigilant, slow down and obey traffic and speed signs, especially now that schools are back in session. The campaign includes messages on how to be safe around school buses, pedestrian crossovers, school zones and intersections and encourages residents to consider active transportation modes wherever possible.

The campaign will run until October 31. It is currently being featured on bus backs, transit shelters, billboards, in addition to radio, print and social media ads.

Below are the creatives used in the campaign.

We've created new curb lane patios and cafés to help businesses during the COVID-19 pandemic. Everyone should slow down and stay alert when driving and cycling through CaféTO areas.
More people are cycling during the COVID-19 pandemic. Let's be safe by: • Not obstructing the bike lane • Checking for cyclists before opening car doors • Yielding to cyclists when crossing the bike lane
More people are cycling during the COVID-19 pandemic and we've expanded safer cycling options. When driving and cycling, let's be safe by: • Staying alert • Turning carefully at intersections • Obeying stop signs and traffic signals
More people are cycling during the COVID-19 pandemic. They can now enjoy 40 km of new bike lanes across the city safely. Only authorized vehicles can use the bike lane for unloading. People cycling must wait or pass on the left when it is safe to do so.
Students are back to school for the first time since the COVID-19 pandemic began. Help them stay safe on the road by stopping at least 20 metres behind a stopped school bus when its lights are flashing.
Students are back to school for the first time since the COVID-19 pandemic began. Help them stay safe on the road by stopping at pedestrian crossovers, school crossings and other locations with a school crossing guard.
Students are back to school for the first time since the COVID-19 pandemic began. Drivers and cyclists should continue to stay alert, watch out for children and obey posted speed limits.
Students are back to school for the first time since the COVID-19 pandemic began. Drivers and cyclists must yield to pedestrians at intersections and turn carefully when it’s safe to do so.