Sign program for safer driving approved

By Sean Feagan, Local Journalism Initiative Reporter

Strathmore drivers will be reminded of safe approaches when travelling through town, with the continuation of a traffic safety slogan campaign.

On March 3, Strathmore town council approved funding for a traffic slogan campaign featuring monthly safety reminders to drivers. 

The motion passed 5-2, with councillors Lorraine Bauer and Jason Montgomery voting in opposition.

The motion allocates $2,100 of the $7,000 approved in the town’s budget for council committee projects for a one-year sign rental contract with Magnetsigns Strathmore. Each month will feature a reminder focused on different aspects of traffic safety, following a province-wide calendar of topics.

The town ran a similar roadside sign safety campaign from February 2019 to February 2020. The sign for this campaign was located along Wheatland Trail, near Gray’s Park. Of 64 respondents to an online survey by the traffic advisory committee about this sign, 59 per cent said they were both aware of the sign and that it positively influenced their driving awareness or behaviour. 

The traffic advisory committee unanimously supported continuing the campaign, said Councillor Bob Sobol, who represents the committee on council. 

“It’s obvious that people are at least seeing the sign and recognizing it,” he said.

Councillor Melanie Corbiell questioned whether the funding should instead go towards traffic safety infrastructure, such as crosswalk signs with flashing lights.

But Sobol said the crosswalk signs cost about $28,000, more than 10 times the funding for the slogan campaign signage. He added the committee is focused on education, which the slogan signage supports.

The slogan signage is effective, added Michael Payton, the town’s senior bylaw officer, who presented the proposed campaign to council. 

“It may not have a perfect impact, but it does have an impact on drivers,” he said.

Councillor Lorraine Bauer said the signs might distract drivers. “It’s one more thing that takes your eyes off the road,” she said. Bauer suggested the money instead be used to pay for a per diem for officers to visit schools to discuss traffic safety with students. “I just don’t know if signs are going to give us the biggest bang for our buck.”

Councillor Jason Montgomery agreed the money could be spent better elsewhere. 

“It struck me as counterintuitive that we were paying money to put a sign on the side of the road that’s essentially going to say, ‘keep your eyes on the road,’” he said. “I would almost rather see the traffic advisory committee coming and advocating for less signage on the side of the road, less distractions, rather than adding more distractions.”

According to Mayor Pat Fule, other roadside signs have proved safe and effective making driver behaviour safer. 

“We actually divert our eyes briefly when we look at those radar signs in playground zones that tell us what speed we’re going,” he said. 

The slogan signs will work for now before more permanent infrastructure can be installed, said Councillor Denise Peterson. 

“Until we get more of the $28,000 (crosswalk) signs in our community, which have also been extraordinarily effective, I think this is a good intermediary step,” she said.