Road Safety Ads Stay, Jaywalking Pulled

09/12/2023

This is a release from the City of Ottawa:

Mayor and Members of Council,

As per my commitment in yesterday’s message, this message is to provide an update on the next steps in the testing and development of the ads for the road safety behavioural change campaign.

As previously advised, the ads speaking to ‘jaywalking’ have been removed from testing. The remaining ads will be in active testing on Snapchat and Meta platforms until Wednesday, September 20, to continue gathering online performance metrics.

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Although the testing was focused on some narrow differences between the ads, all of which have graphic imagery, the additional feedback received will also help inform our next phase of development.

The online performance metrics, together with the feedback received to date will guide the next steps in creative development, including additional offline testing prior to launching the campaign. This additional testing will include an update to Council and invitation to provide comments.

We know that engineering and enforcement are key to road safety, and that education toward road users’ behaviour change is an equally important element. Ultimately, the goal of this campaign is to bring every road user’s individual responsibilities in safely sharing the road to the forefront of public discourse, and we appreciate your commitment, attention and advocacy on this important work.

Alain Gonthier

General Manager, Public Works Department

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Tags: City of Ottawa jaywalking road safety

John Langstone says:
09/12/2023 at 7:50 AM
To me the key message in this is summed up by the words,
“Ultimately, the goal of this campaign is to bring every road user’s individual responsibilities in safely sharing the road to the forefront of public discourse,” “sharing the road,” is something I’d like to see have more emphasis when the interests of active transportation and vehicle use of roads is discussed.
sisco farraro says:
09/12/2023 at 10:15 AM
Agreed, Mr. Langstone. I am a bicycle rider and hope that riders traveling 5 abreast along one lane of a two lane roadway singing “We don’t stop for no one” is not considered sharing the road. In instances such as this I would like to see the bicyclists all ticketed by the “where’s a cop when you need one”.