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At the center of the campaign are billboards that include important safety tips such as "Always expect a train," "Trains travel 41 feet in the blink of an eye. Look again." and "Some shortcuts cut your life short." The campaign also features Spanish-language billboards with the phrase "Cuidado con el tren," (Use caution around trains).
These messages will be displayed on billboards during the next six months in 12 cities:
El Paso, Texas
"The safety of our employees and the communities in which we live and work is our No. 1 priority," said
Lance Fritz, Union Pacific executive vice president-Operations. "Engaging people with these billboards will support our broad public outreach and education activities as we strive to foster safe behaviors and safe communities."
The billboards will raise awareness that a train could be using the railroad tracks at any time and to always approach them with caution. Union Pacific encourages drivers and pedestrians to follow all laws regarding grade crossings and railroad safety.
In addition to the billboard campaign, Union Pacific's UP CARES initiative promotes pedestrian and driver safety through a variety of outreach channels:
Grade crossing education and enforcement, during which motorists violating rail crossing signage and laws are educated about the dangers of such actions. Related "positive enforcement" initiatives reward drivers who operate safely at grade crossings.
Safety trains, hosting local law enforcement, media and public officials and providing them the opportunity to ride in the locomotive cab and see traffic violations from a locomotive engineer's point of view. This also allows Union Pacific to connect with community leaders and help them better understand the railroad's safety focus.
Communication blitzes, which educate the public via community events, media outreach and paid advertising. Media outreach coincides with safety trains in UP communities.