June 25, 2021

RENO, NV. (June 25, 2021)The Regional Transportation Commission (RTC) of Washoe County today announced Locked Eyes Save Lives, a pedestrian/driver safety awareness campaign that urges drivers and pedestrians to acknowledge one another through eye contact.

As we approach the 4th of July holiday weekend, historically July 3rd and 4th are the most deadliest days of the year to drive. In 2019, a total of 15 pedestrians died in Reno, the highest number since 2016, and a rate that was higher than the national average. In addition, there were 23 students hit in non-fatal crashes during the same time period. In 2020, 13 pedestrians died. RTC is launching Locked Eyes Save Lives to educate the public, urging a change in both driver and pedestrian behavior in order to reverse this trend.

The Locked Eyes Save Lives campaign supports the Vision Zero Truckee Meadows goal of Zero Fatalities by 2030. Vision Zero is a partnership of Northern Nevadans working together to keep everyone safe on our roads.

RTC will kick off its campaign with Locked Eyes Launch Week on June 28 – July 2. Through a partnership with Hub Coffee Roasters, free black coffee will be available at the Hub Riverside all week long (M-F). Each coffee will come with a Locked Eyes Save Lives coffee sleeve in order to raise awareness of pedestrian and driver safety. Local artists are also designing chalk art of the Locked Eyes Save Lives logo at the following high-traffic crosswalk intersections in Reno and Sparks to raise awareness of locking eyes with oncoming motorists before crossing the street. Chalk art will be drawn at the following locations on June 29:

  • Record Street & East 4th Street, Reno, NV
  • Evans Avenue & East 4th Street, Reno, NV
  • North Sierra Street & Truckee River Walk, Reno, NV (by the movie theater)
  • East Lincoln Way & Howard Drive, Sparks, NV
  • Victorian Avenue & 15th Street, Sparks, NV
  • Avenue of the Oaks & Victorian Plaza Circle, Sparks NV

 “Every Nevadan can play a role in reducing road injuries and fatalities,” said Regional Transportation Commission Chair Neoma Jardon. “Behaviors need to change if we want to keep our family, friends and Nevada roads safe. The simple act of making eye contact between a motorist and pedestrian ensures the safety of those walking down the street. One life lost is one too many.”

Several community partners are participating in Locked Eyes Save Lives in hopes of further educating the community on what they can do to help reduce traffic incidents and fatalities, including the City of Reno, City of Sparks, Washoe County, Nevada DMV, Washoe County Sheriff’s Office, Waste Management, Reno + Sparks Chamber of Commerce, Hub Coffee Roasters, Washoe County School District / Safe Routes to School, Volunteers of America and Hub Coffee Roasters. RTC is also providing educational materials to schools in Washoe County School District in fall 2021, coinciding with the back-to-school season.

Businesses and members of the community looking to spread awareness of Locked Eyes Save Lives can access a digital toolkit complete with:

  • Locked Eyes Save Lives overview to share on your website.
  • Social Posts to include on your business’ social pages and website including videos, photos and copy. If you do share, please tag RTC on the following platforms:
  • A blog post for your business’ blog or newsletter to spread awareness of Locked Eyes Save Lives.
  • Locked Eyes Save Lives poster to put in your business’ window, break room, and customer waiting areas.
  • Locked Eyes Save Lives logo to share on your website and social media platforms to show your support of the campaign.

“Whether you’re a driver or pedestrian, you have the power to prevent traffic crashes,” said RTC Executive Director Bill Thomas. “We encourage everyone in our community to share the message to slow down and lock eyes, every time. Remember, locked eyes save lives.”

For more information on Locked Eyes Save Lives and how you can get involved, please visit visionzerotruckeemeadows.com.