Portland released a new ad Monday to get drivers to slow down.
Bureau of Transportation Director Leah Treat said the new campaign stresses that when there’s a fatal crash, there’s more than one victim.
“I think that there needs to be an understanding that the driver who hits somebody, their life is impacted for the rest of their lives as well,” Treat said.
The $300,000 campaign is part of Portland’s “Vision Zero” policy.
Using a mixture of new street designs, public education and police enforcement, the city hopes to eliminate all serious injury crashes by 2025.
While the city has made some progress on its Vision Zero policy, the end goal remains a challenge. Last year, 45 people were killed in traffic accidents on Portland streets. It was the deadliest year since 2003.