Montréal, Wednesday, June 4, 2025 — This week, Vélo Québec launched a new awareness campaign for cyclists, under the slogan «Pedestrians in sight, absolute priority», to remind them of the basic rules of harmonious cohabitation with pedestrians - and to raise awareness of other, often little-known rules.
Rooted in the precautionary principle of the Highway Safety Code, which calls on larger, faster users to exercise greater caution towards more vulnerable users, the campaign emphasizes cyclists' special responsibility towards pedestrians in five concrete everyday situations.
«Some rules, such as the obligation for cyclists to stop in front of a stopped school bus, have recently been clarified and are still little known. Others cannot be ignored by any road user. In the end, they're all common sense, and deserve a reminder at the dawn of the peak cycling season. This campaign has two objectives: to inform and to make people aware of their responsibilities,» explains Magali Bebronne, Program Director at Vélo Québec. «Cyclists often feel vulnerable when drivers encroach on their space. So we wanted to remind cyclists that they too can make pedestrians feel unsafe, especially children, seniors or people living with functional limitations.»
Piétons Québec has also joined the campaign, convinced that users of active modes of transport are allies who can cohabit even better: «When cycling, it's essential to anticipate the presence of pedestrians, especially at intersections, crosswalks, near buses and parks. Stopping to give way to pedestrians is not only an obligation, but also improves their sense of safety. Courtesy is also a must: remember that once we get off our bikes, we're all pedestrians!» adds Sandrine Cabana-Degani, Executive Director of Piétons Québec.
The campaign highlights five situations where cyclists need to be extra vigilant in their interactions with pedestrians.
Five common contexts, in the words of those who experience them
At priority crosswalks
«Blind and partially-sighted people are particularly vulnerable to collisions with cyclists, as bicycles are often difficult or impossible to hear coming. As a result, they may have difficulty reacting in time to avoid collisions. They need to be able to count on your vigilance. - Yvon Provencher, mobilization and advocacy officer, Regroupement des aveugles et amblyopes du Montréal métropolitain (RAAMM)
Facing school buses
«The safety of children taking the school bus is a collective responsibility. Cyclists, like motorists, must respect stop zones with the utmost rigor.» - Luc Lafrance, President and CEO, Fédération des transporteurs par autobus
At bus landings crossing a bike lane
«In recent years, the risks associated with the cohabitation of buses and cyclists at stops have been reduced thanks to the creation of safe facilities, such as drop-off points adjacent to bike lanes. It's now up to cyclists and public transit users alike to be vigilant and respect each other around these stops, to ensure better cohabitation» - Marie-Claude Léonard, General Manager of the Société de transport de Montréal (STM).
School crossing guards
«Harmonious cohabitation between cyclists and pedestrians depends on respect and vigilance on both sides. In this sense, the precautionary principle of the Highway Safety Code is non-negotiable, and as faster, more mobile users, cyclists have a greater responsibility towards pedestrians. Everyone's safety is at stake! - Michel Lebrun, Commanding Officer, Road Safety Section, Service de police de la Ville de Montréal (SPVM)
On pedestrianized commercial streets allowing cyclists
«We believe that a pedestrian street is a collective space intended for all users, and it is in this spirit of cohabitation that Mount Royal Avenue welcomes cyclists, while remembering that pedestrians and people with functional limitations remain a priority» - Claude Rainville, General Manager, Société de développement de l'Avenue du Mont-Royal.
A multi-channel campaign with a strong message
The campaign will be broadcast on several media during the month of June:
- Visibility on La Presse, with web advertising and XTRA editorial content
- Digital campaign on Meta platforms (Facebook and Instagram)
- Display on BIXI stations
- Explanatory web page on the Vélo Québec website : velo.qc.ca/pedestrian-safety
Partners committed to better cohabitation
The campaign is made possible thanks to funding from the Quebec government under the Road Safety Fund's Financial Assistance Program.
The initiative also benefits from the support of Sports Experts, which handed out 1,000 bells at the 40th Tour de l’Île de Montréal, to remind people of the importance of signalling their presence in different situations.
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About Vélo Québec
Since 1967, Vélo Québec's mission has been to develop cycling culture for everyone, everywhere in Quebec.
www.velo.qc.ca
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Vélo Québec
Public relations and communications
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514 942-0743
