'Street Smarts' Campaign Launches Across Santa Cruz County

SANTA CRUZ COUNTY, CA — Building on a public safety initiative launched by the City of Santa Cruz, a coalition of educational and local government partners is expanding the "Street Smarts" campaign throughout Santa Cruz County, it was announced this week.

The campaign aims to reduce the number of traffic-related crashes and injuries among drivers, cyclists and pedestrians throughout Santa Cruz County. Partners in the effort are the City of Santa Cruz, the County of Santa Cruz, the Santa Cruz County Office ofEducation and the cities of Watsonville, Scotts Valley and Capitola, according to county spokesman Jason Hoppin.

The Street Smarts public education effort will target traffic-related problems that include unsafe speed and distracted driving. Pertinent messages that also raise awareness of the most vulnerable road users are being posted on banners in front of City of Santa Cruz elementary and middle schools and Santa Cruz County schools.

The bilingual ad campaign includes awareness advertising within Santa Cruz Metro buses and on City of Santa Cruz vehicles. Street Smarts banners are also being installed on street poles in downtown Santa Cruz as well as along Water Street, Soquel Avenue and other locations.

Through a yearlong media campaign, messages are also being delivered in print and through radio broadcast and social media. UC Santa Cruz will continue delivering Street Smarts messaging to students, faculty and staff throughout its campus community.

Community partners in the effort include Santa Cruz County Traffic Safety Coalition, Bike Santa Cruz County, Ecology Action, Santa Cruz County Regional Transportation Commission, Santa CruzMetro, Santa Cruz Police Department, Santa Cruz Neighbors and the Santa Cruz Warriors, Hoppin said.

To kick off the third year of the campaign in the City of Santa Cruz, officials are holding a free community-wide Street Smarts Family Bike Ride on Saturday, 10 a.m. to noon, at the Tannery Art Center’s Colligan Theater Plaza. Participants will ride along the River walk with Mayor Martine Watkins, Santa Cruz Police officers and Ecology Action. There will be a traffic safety open house with Santa Cruz Warriors mascot Mav’Riks, California Highway Patrol’s Chipper the Chipmunk, games and prizes, plus free Penny Ice Creamery cones after the ride.

For more information on the family bike ride and the regional campaign, visit www.cityofsantacruz.com/StreetSmarts.