Road Safety: Communication, Culture and School Travel Planning

The 2025 Road Safety project is designed to decrease vehicle related fatalities, injuries and collisions in Lethbridge, especially for vulnerable road users. The goal is to improve public awareness around safe driving behaviours, enhance data collection, collaborate with community partners in road safety messaging, and develop strategies and actions to support the Vision Zero goals within the Transportation Safety Plan.

The targeted communications and outreach approach includes:

1. Understanding and shifting the local culture around road safety and risky behaviors.
2. Developing year-long materials and campaigns to increase awareness about road safety.
3. Complete School Travel Plans at all elementary schools in Lethbridge.

The final materials, programs, and processes developed during this project will be shared nationally for reuse by other municipalities, available online in English and French.

For the duration of this project, the community may notice:

• City or consulting staff in school areas for data collection and assessments on student travel and surrounding road safety features (ex. cross walks, designated pick up or drop off zones).
• A randomized telephone survey will be conducted starting May 15, targeting residents aged 18 and older. Youth responses, ages 16 – 18 will also be collected by phone, and primarily through an online link shared with high school students in Lethbridge. The survey sample will be representative of the city's demographics to ensure valid results and responses are anonymous. Only randomly selected individuals can participate in the survey. The survey questions will be on the topic of road safety attitudes, knowledge and behaviors.
• Community experts in road safety, behaviour, and local culture will participate by providing direct input and feedback.

This project is grant funded.