“Tu Familia” Bike Safety PSA Makes Its DebutApril 6, 2012 at 4:25 pm | Posted in Bike News | 1 Comment
Tags: city of lights, education, LADOT, REI, spanish, Tu Familia
In the spirit of our “Give Me 3” poster campaign, LACBC’s City of Lights program,–in conjunction with the LA Department of Transportation (LADOT) and REI– have debuted L.A.’s first-ever Spanish-language bike safety campaign! Perhaps you’ve already seen some of the posters around town, as they are appearing on bus shelters throughout Los Angeles.
Designed by local artist and LACBC volunteer Aaron Kuehn (you’ll recognize his work if you’ve ever seen his bicycle typogram in the LACBC resource guide) with the guidance of day laborers and City of Lights volunteers over several months, the PSA uses colorful reds, blues, and yellows to really make the message pop out to motorists. It reads, “PRECAUCIÓN: Tu familia también usa la bicicleta,” which translates to, “CAUTION: Your family also rides bicycles.” The PSA reminds everyone that people who ride bikes are your family, sometimes literally and sometimes figuratively. Family comes first, and your actions can put your family in danger.
Accompanying this poster is a video PSA, directed by Jordan Melograna. The short video depicts a man saying goodbye to his family and then recklessly driving around L.A., nearly hitting several people who are riding bikes. He doesn’t seem to notice how he’s putting each of these people’s lives in danger until he carelessly opens his parked car’s door out in front of a bicyclist who fortunately brakes in time. This bicyclist happens to be his own daughter.
This project brought together day laborer cyclists from CARECEN and IDEPSCA, LACBC staff, volunteers, LADOT, and REI to create a Spanish-language PSA campaign that not only speaks to a large demographic of LA city stakeholders–48% of our city is Latino–but the message was developed by the Latino day laborer cyclists themselves. You can read more about the process from the beginning to the middle.
The poster was unveiled at yesterday’s CicLAvia and Spanish-Language Bike Safety PSA Press Conference in MacArthur Park with City of Los Angeles Mayor Villaraigosa and Councilmembers Huizar, Reyes, and LaBonge.
Thank you to everyone who made this collaborative project possible: Elwyn Aguilar, Leo Espinosa, Guillermo “Capitan,” Rafael Guerrero, Andy Rodriguez, Allison Mannos, Miguel Ramos, Jason Ellis, Raquel, Greg, Andy S., Aaron Kuehn for his design, Jordan Melograna for directing and editing the video, Michelle Mowery and Nate Baird from LADOT, and Pete Novahom, Myrian Solis, and Daniella Escobar from REI. Additional thanks to those who worked on the video PSA: Colin Whitman, Jennifer Wright, Ryan Bosc, Kathy Peltier, Desiree Morales, Carlos Vasquez, Randy Bloise, Diane Kryszewski, Alex Cason, Rachel Hudson, Brad Ernske, Matt Grace, Saumin Pathak, Carlos Vargas, Irving Anguiano, Marcelo Quinonez, David Fordham, Raelin Martinez, Carlos Moreno, Jr., Adriana Fricke, Aislinn Glennon, Jahnny Lee , and JJ Hoffman.
And be on the lookout for these posters. You can download a PDF on Aaron Kuehn’s website.