Together, we share the road!
The Conseil régional de l'environnement de l'Estrie (CREE) launches its new road awareness campaign "Cyclist, pedestrian, motorist? Human first", produced in collaboration with the Société de l'assurance automobile du Québec (SAAQ). Using a human and rallying approach, the campaign invites the public to rethink their behavior and contribute to a more harmonious cohabitation on the region's roads.
Aimed at the general public, this regional initiative will be rolled out during the spring and summer of 2026. CREE’s aim is to humanize road users by reducing the differences between different modes of transport. The aim is to promote safer, more respectful behavior. By focusing on what brings us together rather than what sets us apart, the campaign reminds us that, no matter how we get around, we all share the same space.
This road awareness campaign is particularly necessary at the present time, as accidents causing fatalities are on the increase among vulnerable road users. According to the SAAQ’s latest detailed road report (2024), the number of fatalities has increased by 24.6% among pedestrians and 8.3% among cyclists compared with the average from 2019 to 2023.
You can have 1,000 destinations, 1,000 possible routes, 1,000 ways of taking them.
But our paths always cross.
Behind every pedestrian, cyclist and motorist, there’s a neighbor, colleague or friend. With them, we can share a moment, a coffee, a smile and the road ahead.
The road is more beautiful when we share it!
(text extracted from the 1st video broadcast for the campaign by CREE)