Yes, we went with Sasquatch. To reduce pedestrian traffic injuries, let’s ensure that drivers are more aware of traffic safety and the specific rules about pedestrian rights of way (“every intersection is a crosswalk”). But let’s steer away from somber statistics and a finger wagging tone that puts people off. The Oregon Department of Transportation’s “Oregonians Crossing” campaign uses appealing and humorous caricatures of everyday pedestrians (with the addition of Sasquatch) that viewers identify with. And that makes them more receptive to the message. The signs, signal cabinet posters and bumper stickers were enthusiastically received by bike and pedestrian advocates as well as the media.