SEE. SAFE. SMART. ROCHESTER
Sponsored by Active Living Rochester
On August 26, 2010 Active Living Rochester launched a new public safety campaign called “SEE. SAFE.SMART. Rochester”. The campaign, which will appear on billboards, bus signs and in other high-traffic areas, was developed to promote safe walking, biking and driving on Rochester roads.
The campaign has the goal of helping to foster more active, healthy lifestyles while raising awareness that safety is still the number one priority on the city’s roads, paths and sidewalks.
The genesis of the campaign is to reduce the likelihood of crashes between pedestrians, bicyclists and motorists. In the last decade, more than 500 pedestrians and bicyclists were killed, and another 20,000 injured on Minnesota’s roads.
To highlight the importance of the campaign to the safety of local residents and the vibrancy of the community, ads will feature some of Rochester’s own “hometown heroes.” The heroes include:
- Diane Tucker, who has been a crossing guard on a Rochester school corner for 31 years. She’s featured in a back-to-school message reminding drivers to yield to school kids.
- LT. K.C. Reed, who has been a member of the Rochester Police for 35 years. He reminds pedestrians to cross at the lights, and asks drivers to stay alert for pedestrians downtown.
- Curt Acola, who uses a wheel chair to help him get around downtown Rochester. His message to drivers is to look out for those low-profile pedestrians who are harder to see.
”The goal of Active Living Rochester is to help create a community that promotes a culture of active living in diverse and comprehensive ways—where walking, biking and transit are safe, preferred options for residents,” says Mitzi Baker. “We hope the “SEE.SAFE.SMART.Rochester.” campaign will help to move that vision forward.
“SEE.SAFE.SMART. Rochester.” was developed by Active Living Rochester, in collaboration with Dennis Jenereaux Photography and Feed the Dog Creative. It is supported, in part, by Blue Cross and Blue Shield of Minnesota’s Prevention Minnesota initiative, which works to improve the health of Minnesotans by combating the root causes of cancer and heart disease, of which a lack of physical activity is a leading factor.
Active Living Rochester is a partnership that includes CardioVision 2020/Mayo Clinic, Rochester Public Works, Olmsted County Public Health and Rochester-Olmsted Planning. Staffing is provided through the Rochester-Olmsted Planning Department and is supported, in part, by Blue Cross and Blue Shield of Minnesota.
Sincere “Thanks!” to the many volunteers and community partners who helped make this campaign a success!