The SFMTA has launched a new ad campaign called “Safe Streets SF” that takes the most thoughtful approach to addressing the causes of pedestrian injuries of any city campaign thus far.
The ads have started rolling out on Muni buses. One depicts cars stopped in front of a busy, unmarked crosswalk, with the text, “It Stops Here.” A side panel says “all intersections are crosswalks” — a message aimed at combating the misconception that crosswalks aren’t legal unless they’re marked.
“We’ll be targeting the driver violations of pedestrian rights-of-way that are responsible for nearly two-thirds of all pedestrian collisions,” said SFMTA Director Ed Reiskin at an agency board meeting yesterday. “We’re trying not to just put random ads out there, but to really be thoughtful and strategic about what behaviors we’re targeting.”
Reiskin said the campaign, part of Vision Zero, is a collaboration between the SFMTA, SFPD, Department of Public Health, and Walk SF. Next month, it will be complemented by “24 high-visibility enforcement days” from police on streets with high rates of pedestrian injuries. “Officers will be on the streets citing drivers for violating pedestrian rights-of-way,” Reiskin said, noting that it will add to SFPD’s ongoing “Focus on the Five” enforcement campaign.