New messages driving change in Lethbridge
Beginning tomorrow, the City of Lethbridge is taking traffic safety to the next level with the launch of a year-round traffic safety message campaign. The campaign will deliver timely and relevant reminders to drivers, cyclists and pedestrians across the community.
Messages will be updated twice weekly and focus on key seasonal risks, from summer construction to winter driving conditions. The goal is to influence everyday decisions that lead to safer streets.
“Consistent, visible messaging is one of the most effective ways to influence driver behaviour,” says Muhammad Qasim, City of Lethbridge Traffic Safety Engineer. “By delivering the right message at the right time, we’re helping people make safer choices in real-world conditions.”
This work also supports the 2026-2029 Council Strategic Plan by advancing priorities connected to a safe, healthy and well-designed community. Through targeted communication and smart infrastructure investment, the City is improving road safety outcomes while enhancing how people move through and experience Lethbridge.
“Council’s Strategic Plan is about making thoughtful investments that improve everyday life for our residents,” says Mayor Blaine Hyggen. “This is a great example of how we’re using both infrastructure and communication to help residents stay informed, make safer choices and feel confident on our roads.”
Funded through the City’s Capital Improvement Program, five new permanent variable message boards have been installed along the Whoop-Up Drive corridor. In addition to supporting ongoing safety messaging, these signs play a critical role during extreme weather events, emergencies, construction and bridge maintenance activities. They can also be used to communicate other important City messaging.
Together, the campaign and new signage are key components of Lethbridge’s Traffic Safety and Culture Framework and Transportation Safety Plan, which recognize that safety is a shared responsibility. By combining visible reminders, consistent messaging and strategic timing, the City is working to build a culture where safe road use becomes second nature.
Watch for new road messages across Lethbridge. Each one is a simple reminder that small choices on the road can make a big difference in preventing collisions.
For Public Inquiries:
Call or chat with 311 | Monday to Friday, 8 a.m. to 4:30 p.m.