Town of Stratford launches Road Safety Campaign

The Town of Stratford has launched a social marketing campaign aimed at encouraging all residents and visitors to share the roads. This campaign, called Respect! It’s a two way street, is a vital component of Stratford’s overall road safety strategy. The campaign will roll out various resident education and engagement activities over the next few months.

“We have heard from residents, both in person and through our annual resident survey, that they are concerned about the speed and volume of traffic in the Town,” commented Stratford Mayor, David Dunphy. “For example, 40% of survey respondents cited traffic speed as a deterrent to active transportation, which is a priority for the Town. Therefore, in response to these concerns, we’ve created a comprehensive strategy to address road safety and we are launching that strategy here today.”

The campaign will encourage residents to think of others when they are using the roads. It will emphasize the fact that our roads have multiple users, and our shared responsibility to create safe roads. Campaign messaging, Slow Down, Move Over and Think of Others, will remind residents and visitors of how to safely use the Town’s roads.

“Over the last year we have conducted extensive research to understand the road safety and traffic situation in our Town,” explained Dunphy. “For example, a detailed speed survey found that 70% of residents are driving faster than 40 km/h on local roads. Other jurisdictions have found that enforcement alone is not enough to change behaviours. To create lasting change, residents must be engaged in the process and educated about the change we want to create.”

As part of the campaign, the Town will be distributing, both online and via direct mail, educational information on how to appropriately share the roads. Additionally, residents will be provided, free of charge, lawn signs, helmet and car decals and other items such as reflective vests, all carrying the Respect! slogan. Plans are also underway to erect signs to reinforce the message for residents and visitors to Stratford, encouraging road users to think of others especially as they enter residential areas.

This campaign is part of a broader strategy designed to address road safety within the Town. Within this strategy the Town will work with the Department of Transportation and Infrastructure Renewal to standardize all neighbourhood road speed limits to 40km/h and see the Stratford RCMP provide strict enforcement. Additionally, Town Council has developed criteria to prioritize higher volume roads for sidewalks and bike lanes while also using traffic calming measures in problem areas as needed.

At the launch, Stratford RCMP Staff Sergeant Mark T. Crowther emphasized the detachment’s support of the proposed changes and their commitment to supporting the campaign with education and enforcement.

“Road safety is everyone’s responsibility,” commented Dunphy. “This campaign will act as a reminder for all of us, whether we’re driving, biking, walking or playing, that we should be mindful of others, have respect, and make room for one another, so we can all enjoy the roads safely.”

Full campaign information can be found on the Town of Stratford website at www.TownofStratford.ca/respect

Map showing Stratford Roads designated as Collectors and Local Collectors

 

In 2013 a Traffic Safety Committee was established to conduct a comprehensive review of traffic safety in the Town and to make recommendations to improve traffic safety for drivers, bicyclists and pedestrians. The following report was released in July 2013.

Town of Stratford launches Road Safety Campaign

The Town of Stratford has launched a social marketing campaign aimed at encouraging all residents and visitors to share the roads. This campaign, called Respect! It’s a two way street, is a vital component of Stratford’s overall road safety strategy. The campaign will roll out various resident education and engagement activities over the next few months.

“We have heard from residents, both in person and through our annual resident survey, that they are concerned about the speed and volume of traffic in the Town,” commented Stratford Mayor, David Dunphy. “For example, 40% of survey respondents cited traffic speed as a deterrent to active transportation, which is a priority for the Town. Therefore, in response to these concerns, we’ve created a comprehensive strategy to address road safety and we are launching that strategy here today.”

The campaign will encourage residents to think of others when they are using the roads. It will emphasize the fact that our roads have multiple users, and our shared responsibility to create safe roads. Campaign messaging, Slow Down, Move Over and Think of Others, will remind residents and visitors of how to safely use the Town’s roads.

“Over the last year we have conducted extensive research to understand the road safety and traffic situation in our Town,” explained Dunphy. “For example, a detailed speed survey found that 70% of residents are driving faster than 40 km/h on local roads. Other jurisdictions have found that enforcement alone is not enough to change behaviours. To create lasting change, residents must be engaged in the process and educated about the change we want to create.”

As part of the campaign, the Town will be distributing, both online and via direct mail, educational information on how to appropriately share the roads. Additionally, residents will be provided, free of charge, lawn signs, helmet and car decals and other items such as reflective vests, all carrying the Respect! slogan. Plans are also underway to erect signs to reinforce the message for residents and visitors to Stratford, encouraging road users to think of others especially as they enter residential areas.

This campaign is part of a broader strategy designed to address road safety within the Town. Within this strategy the Town will work with the Department of Transportation and Infrastructure Renewal to standardize all neighbourhood road speed limits to 40km/h and see the Stratford RCMP provide strict enforcement. Additionally, Town Council has developed criteria to prioritize higher volume roads for sidewalks and bike lanes while also using traffic calming measures in problem areas as needed.

At the launch, Stratford RCMP Staff Sergeant Mark T. Crowther emphasized the detachment’s support of the proposed changes and their commitment to supporting the campaign with education and enforcement.

“Road safety is everyone’s responsibility,” commented Dunphy. “This campaign will act as a reminder for all of us, whether we’re driving, biking, walking or playing, that we should be mindful of others, have respect, and make room for one another, so we can all enjoy the roads safely.”

Full campaign information can be found on the Town of Stratford website at www.TownofStratford.ca/respect

Map showing Stratford Roads designated as Collectors and Local Collectors

 

In 2013 a Traffic Safety Committee was established to conduct a comprehensive review of traffic safety in the Town and to make recommendations to improve traffic safety for drivers, bicyclists and pedestrians. The following report was released in July 2013.

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