As part of a launching to a public/private bicycle safety campaign, Mayor Richard J. Berry unveiled a billboard design cautioning motorist to safely share the road with bicyclists.
The private marketing firm McKee Wallwork Cleveland began work on a bicycle safety campaign after the tragic death of Heather Reu; a bicyclist, wife, and mother of four who was killed on Albuquerque’s Westside last summer while on her bike. The City of Albuquerque, led by Mayor Berry, joined the campaign for a public/private attempt to spread the word about sharing the road because bicyclists can be easy to miss.
As part of the shared efforts with the private business sector, Clear Channel Outdoor donated the billboard space displayed behind Mayor Berry during a joint news conference.
The story of Heather Reu has touched the hearts of many in the community, including Mayor Berry’s. During the evening of June 22, 2009, while training on her bike on Paseo del Vulcan in preparation for a triathlon, Reu was struck and killed by a motorist.
“This tragedy, along with several others, underscores the need for investment in public awareness, roadway safety improvements and traffic safety enforcement,” Mayor Berry said. “Providing access to safe transportation is a basic function of city government.”
The City of Albuquerque was awarded a federal grant for bike safety education. The grant helped pay for the Clear Channel Outdoor billboard as part of a campaign to build greater awareness. The campaign also includes a website easytomis.org and several kiosks in malls and at the Albuquerque International Sunport donated by McKee Wallwork Cleveland.
The campaign is aimed at raising motorists’ awareness for the need to use roadways safely. New Mexico residents are increasing their use of alternative transportation as a means of conserving energy, reducing pollution, and improving their physical health. The need for road safety awareness and education is increasingly important.
Once posted, the Easy to Miss billboard can be viewed on your right, heading south on I-25 as you proceed on the flyover to I-40 west.