The Massachusetts Department of Transportation (MassDOT) announced today that a new statewide safety campaign has been launched to raise awareness for the safety of motorists, pedestrians and cyclists who are sharing the streets. This initiative seeks to help reduce the number of motor vehicle crashes involving pedestrian and cyclists.

“This safety campaign highlights the importance of having motorists, pedestrians and cyclists be cognizant of each other while sharing the road,” said MassDOT Highway Division Manager of Highway Safety Bonnie Polin. “MassDOT is pleased to partner with state agencies, community and civic organizations to provide this helpful public safety campaign to encourage all travelers to be keenly aware of those traveling around them.”

Although Massachusetts has experienced a decline in overall motor vehicle fatalities and injuries during the past eight years, the fatalities and injuries involving people walking and cycling actually increased.

The new statewide safety campaign involves motorists, pedestrians, and cyclists and encourages the public to, “Scan the Street for Wheels and Feet.” Safety ads will highlight crash statistics that underscore the need for greater awareness on the road, such as, “1 in 4 deaths in motor vehicle crashes involve people walking or bicycling.” The ads will be communicated through various media platforms, and will also appear on buses and billboards. Digital ads will link to a series of videos that seek to raise awareness of the most common situations where crashes occur.

Two videos that highlight the safety risks present for all travelers on urban roadways are also available to help support this safety initiative. The videos emphasize the notion that everyone who is traveling on a roadway is responsible for doing his/her part to ensure safety. Videos can be viewed at the following links: (full version) and (30-second version).

As part of the campaign, signs have been posted around Boston reminding travelers to “Scan the Street for Wheels and Feet.” The signs incorporate strategic messaging and colors, and are currently located in some of the city’s most traffic-heavy areas.

MassDOT is pleased to work collaboratively on this public safety initiative with the Massachusetts Executive Office of Public Safety and Security, the Massachusetts Department of Public Health, Boston Vision Zero, Walk Boston, MassBike, and the Safe Roads Alliance.