'Brake on Yellow, Stop on Red' Effort Takes on Shakespeare

Nov. 30, 2001

Listen to comments from Jim Sparks, Deputy Street Transportation Director

To brake or not to brake? That is the question many motorists face when approaching a yellow or red traffic light.

Motorists who travel two of the city's busiest streets are getting a friendly reminder on just what they should do as the city expands its "Brake on Yellow, Stop on Red" campaign.

Brightly colored signs with rhyming couplets — all of which end with the campaign theme — that urge motorists not to run red lights are going up on Seventh Street and Seventh Avenue between McDowell Road and Dunlap Avenue. Click here to view the additional signs. The series of four poetic, but serious messages motorists will see are part of a comprehensive effort by the city and the Governor's Office of Highway Safety to improve compliance with red traffic signal lights, said Jim Sparks, deputy director with the Street Transportation Department.

"This poetry may not rival Keats or Shelley, but we hope to grab drivers' attention once again to the importance of complying with the run-red law," Sparks said. "If folks will simply heed the message of 'brake on yellow, stop on red,' Phoenix will have a safer driving environment."

Since the campaign began, Phoenix police have issued more than 2,600 citations against motorists who have run red lights at targeted intersections during selected times.

In addition to the signage campaign, the city nearly has completed the installation of photo red-light cameras at 10 traffic signal intersections. In October alone, police issued 1,130 citations against motorists running red lights caught by the cameras.

The fine for running a red traffic signal is $175 and carries points against one's permanent driving record.

For more information on the campaign, call 602-495-7810.

Media Contact:

David Ramirez Pager James Sparks

602-262-6181 602-201-7390 602-262-4435