Flyers warning people not to walk across the street while looking at their phones, or against traffic signals, were recently posted on corners along Mission Street in the Mission District.
The flyers, which sport the official “Vision Zero SF” logo, feature messages like, “Attention pedestrian: Look up from your phone. Your text can wait.” Another reads (in Spanish), “Careful. Stop. Crossing without sufficient time can kill you.”
The flyers taped to the ground on Mission were produced by the Mission Economic Development Agency using a $9,000 “mini grant” from the Department of Public Health, which signed off on them. The flyers came in four versions, which MEDA staff said were also posted on mediums like bulletin boards. One version told drivers to respect crosswalks, and one told people of all modes to obey traffic signals.
The pedestrian-shaming message differs from the SFMTA’s “Safe Streets SF” ad campaign, which has primarily targeted dangerous driving, which police data shows causes the plurality of pedestrian injuries citywide.
On Mission Street south of 20th Street, where the flyers were spotted, it’s unusually common for pedestrians to be struck while crossing against the signal, according to a map that summarizes the data on the city’s WalkFirst website. But as many crashes are caused by drivers who fail to yield while turning left, the map shows.
Teresa Morales-Phillips, MEDA’s community engagement manager, said the campaign wasn’t based on data. The messages were developed based on anecdotal evidence and feedback from SFMTA planners through public outreach by “promotoras/es” from the Mission Promise Neighborhood initiative.