The BTA is working to solidify plans for a new educational campaign focused not just on people who ride, but all users of the roadway.
The campaign, dubbed Eye to Eye … a lot is riding on it, is still in the formational stages, but initial campaign materials describe it as,
“A safety campaign targeted at all road users… To foster a culture of awareness and respect on our shared paths and roadways… To make the streets of our communities safer for everyone.”
According to the BTA’s public affairs director Karl Rohde, the effort will include a logo, PSAs and advertisements, a press conference, and events.
The campaign was being formed months before the two recent road rage incidents, but know there’s even a greater sense of urgency to roll it out.
Rohde says, “We’ve identified that one of the problems out there is a lack of understanding and education on the part of both bicyclists and motorists…and the current state of affairs of education is dismal on the state’s part and from the DMV.”
Along with delivering an overall message of respect, the campaign hopes to serve “as a banner over information” about specific actions road users can take to be safe. The BTA says some examples of these actions would include making eye contact with other road users, following traffic laws, looking for bikes and stopping for pedestrians, using lights at night, riding the right way, and so on.
Preliminary plans call for coordination with the City of Eugene to produce a PSA targeting young drivers to be rolled out in movie theaters by the end of August.
A press conference to announce the campaign is planned for the first week in August.
Also according to campaign materials, other events are likely to include a bike light giveaway in partnership with the Portland Police Bureau, an “awareness event at a site of frequent cyclist/pedestrian conflicts”, and a group ride or walk to “raise awareness of drivers”.
Stay tuned for updates once the official launch happens.