Ottawa removing graphic jaywalking ad due to 'jaywalking terminology', staff say

The city of Ottawa has pulled a jaywalking advertisement from its test ads for an upcoming road safety campaign this fall, after councillors and the public criticized the graphic nature of the ad and its messaging.

The city of Ottawa has pulled jaywalking advertisements from its test ads for an upcoming road safety campaign this fall, after councillors and the public criticized the graphic nature of the ad and its messaging.

One of the ads featured an image of a bloodied pedestrian lying on the ground, with the caption, "You jaywalked to save time. But you lost it. Forever. Cross only where it is safe."

Several councillors called on the city of Ottawa to remove the ad immediately, with Coun. Sean Devine expressing concern with "the ad and the messaging it conveys."

Coun. Ariel Troster also asked staff to pull "this terrible ad" immediately.

"Road violence is caused by driver negligence or bad street design. Blaming pedestrians for crossing the street wrong is offensive," Troster said on X, the platform formerly known as Twitter."

On Sunday, the head of Ottawa's Public Works Department said the test ads focusing on pedestrians have been pulled, "given the concerns with the use of the 'jaywalking terminology."

"The intent of the road safety campaign that is being developed is trying a different approach to get the message across and is not to lay blame on any one party or individual. It is a recognition that all users have a shared responsibility if we are to achieve reductions in fatalities and major injuries on our roadways," Gonthier said in a memo to council.