Kitchener launches Vision Zero street safety education campaign

Traffic collisions are not accidents. They always have a cause which means they can be prevented. This is the message of a new Vision Zero street safety education campaign launching next week by the City of Kitchener, in partnership with the City of Waterloo, Region of Waterloo Public Health and Emergency Services, and Waterloo Regional Police Service.

“Kitchener is committed to making our streets as a safe as possible for all users – pedestrians, cyclists and motorists – joining other Vision Zero cities around the world in that goal,” said Mayor Berry Vrbanovic. “Speeding and street safety are one of the concerns most often raised with city councillors, staff and myself and we all look forward to the day when we see no traffic fatalities in Kitchener and throughout our region.”

The new education campaign is an outcome of the city’s Vision Zero Strategy (2022-2025), a long-term plan which aims to eliminate serious injuries and death due to traffic collisions over time. The Vision Zero concept was first introduced in Sweden in 1997 and has since been adopted by municipalities around the globe.

“Kitchener’s Vision Zero Strategy is a long-term plan that includes improving our traffic and collision data, implementing safety improvements at the highest priority locations, creating educational campaigns, and more,” said Aaron McCrimmon-Jones, manager of transportation safety and policy, “This campaign is one way to share our coordinated strategy and overall message with residents that no loss of life due to traffic collisions is acceptable.”

This first phase will build awareness around Vision Zero, with a focus on an important key message: ‘Traffic collisions are not accidents. They can be prevented.’ Utilizing website, social media, radio, posters and digital billboards, the goal is to get the community thinking about road safety as a shared responsibility. These efforts form the first phase a larger education strategy which will continue through 2024.

“Vision Zero is a new way of thinking about creating safer roads,” said Margaret Johnston, Ward 8 Councillor and Chair of Community and Infrastructure Services committee. “We believe that no traffic deaths or serious injuries on our city streets are acceptable. We’re looking to identify road safety improvements that will make Kitchener streets safer for everyone.”

To learn more, visit www.kitchener.ca/visionzero.

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For more information, please contact:

Bethany Rowland
Director, Corporate Communications and Marketing
bethany.rowland@kitchener.ca