The Massachusetts Department of Transportation (MassDOT), in collaboration with Travelers Marketing’s Community Voices for Road Safety program and the City of Chelsea, organized an event to promote pedestrian safety on Chelsea’s roads. Held at the Chelsea Market Basket, the event aimed to remind holiday shoppers about the importance of road safety through the distribution of reflective shopping bags bearing the message, “Hey, Chelsea! Our Streets Are Full of Life. Drive Like You Care. Walk Like It, Too.” The message was also available in Spanish.
This initiative is part of a community-focused campaign designed by Chelsea residents who depend on walking daily. The campaign’s inspiration came from community meetings and workshops where participants shared their experiences and concerns about pedestrian safety. Local organizations such as La Colaborativa, Green Roots, and the Chamber of Commerce were involved in these discussions.
Registrar of Motor Vehicles Colleen Ogilvie emphasized the importance of mutual awareness between drivers and pedestrians during this busy season. She noted that carrying reflective totes would increase visibility after dark while promoting shared responsibility for safety.
The public awareness campaign includes billboards and MBTA bus signage throughout Chelsea. Thousands of reflective bags will be distributed at no cost at the Market Basket, temporarily replacing purchasable reusable tote bags.
Chelsea City Manager Fidel Maltez highlighted that this campaign meets residents where they shop and commute daily, aiming to create safer streets. The initiative is part of Travelers Marketing’s award-winning Community Voices for Road Safety program, which has been successful in other areas like Brockton and Holyoke.
Gladys Vega, President & CEO of La Colaborativa, pointed out that congestion in Chelsea makes pedestrian safety urgent. Community members have expressed concerns over distracted driving as a major cause of accidents and stressed educating both children and adults on safe crossing habits.
Travelers Marketing’s program received recognition with the 2025 Peter K. O’Rourke Special Achievement Award from the Governors Highway Safety Association for its success in improving road safety across various locations.
Information from this article can be found here.
