The City of Lethbridge is stepping up its traffic safety game.
A year-round traffic safety message campaign was launched on Tuesday.
The campaign will deliver reminders to motorists, cyclists, and pedestrians in the community, with messages shared on five new permanent and variable boards along the Whoop-Up Drive corridor.
Officials said messages will be updated twice a week and focus on key seasonal risks, covering topics like summer construction and winter driving conditions. The City noted that the goal is to “influence everyday decisions that lead to safer streets”.
“Consistent, visible messaging is one of the most effective ways to influence driver behaviour,” stated Muhammad Qasim, City of Lethbridge Traffic Safety Engineer.
“By delivering the right message at the right time, we’re helping people make safer choices in real-world conditions.”
STRATEGIC PLAN
Officials added that the work supports the 2026-2029 Council Strategic Plan by advancing priorities related to a safe, healthy, and well-designed community.
“Council’s Strategic Plan is about making thoughtful investments that improve everyday life for our residents,” said Mayor Blaine Hyggen.
“This is a great example of how we’re using both infrastructure and communication to help residents stay informed, make safer choices and feel confident on our roads.”
The five new boards are funded through the City’s Capital Improvement Program.
Officials said in addition to the safety messaging, the signs will “play a critical role during extreme weather events, emergencies, construction, and bridge maintenance activities”, along with “other important City messaging”.
The City added that the year-long campaign and new signs are key parts of Lethbridge’s Traffic Safety and Culture Framework and Safety Plan. The idea is to build a culture where safe road use becomes second nature.
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