City of Toronto launches Vision Zero campaign ahead of long weekend to caution road users to obey the rules of the road

Photo: Vision Zero Toronto

The City of Toronto launched a citywide public education campaign today, ahead of the Civic Holiday long weekend, to remind all road users – people walking, cycling, riding motorcycles and driving – to exercise caution, stay alert and obey the rules of the road.

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 as car, bicycle and pedestrian traffic volumes continue to rise. It features a set of messages and graphics 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 runs until Thursday, September 30 and is featured on the advertising faces of Toronto’s Bike Share stations, transit shelters, bus backs, billboards and parking garages, in addition to radio, print and social media ads. More information about the campaign is available at

In addition, the TTC is reminding everyone of the importance of safety while travelling on and alongside transit vehicles. Through messaging online, on social media and station platform video screens, the TTC encourages customers to take extra safety precautions while boarding, exiting or approaching transit vehicles. The TTC also communicates internally with operators and supervisors about the importance of road safety and potential blind spots.

The Toronto Police Service continues to make traffic safety a priority. Officers from the Vision Zero Enforcement Team rotate in daily shifts across the city and patrol for motorists who are speeding or stunt driving.

The Vision Zero Road Safety Plan is a comprehensive action plan that aims to reduce traffic-related fatalities and serious injuries on Toronto’s streets. With more than 50 safety measures across seven emphasis areas, the plan prioritizes the safety of Toronto’s most vulnerable road users: people who walk and cycle, schoolchildren, and older adults. More information is available at


“It’s no surprise that traffic volumes have started trending upwards as we’ve entered Step Three of the Province’s reopening plan. Public education is one component of our Vision Zero Road Safety Plan, along with the work we are doing to ramp up traffic enforcement, lower speed limits and build safer streets. I hope these ads will remind all road users in Toronto to exercise extreme caution, stay alert and follow the rules of the road. And for drivers, the message is simple: please obey the law and slow down.”
– Mayor John Tory

“Road safety in Toronto continues to be a top priority for the City, especially as more amenities, services and activities resumed last Friday. I want to remind all drivers in Toronto to stay focused, obey speed limits and to show consideration for others on the road.”
– Councillor Jennifer McKelvie (Scarborough-Rouge Park), Chair of the Infrastructure and Environment Committee

SOURCE: City of Toronto

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