September 28, 2025 - The City of Toronto is rolling out a new public awareness campaign to ease conflicts between cyclists, pedestrians and cars. Lines from the campaign include, “You’ve got wheels, they’ve got heels,” and “If it takes gas, it moves too fast for the bike lane.”

According to Barbara Gray, the city’s general manager of Transportation Services, the city is working with police on managing micromobility devices. “Education is the first line of defense,” she said.

Colourful advertisements will go up around the city displaying bicycles, e-bikes, scooters, and food delivery e-bikes to remind people that cycling infrastructure isn’t a place to park, adults can’t ride vehicles on the sidewalk, and bike lanes are one-way.

Councillor Dianne Saxe, who represents the University-Rosedale ward, which includes some of the city’s most popular bike lanes, says that public awareness is useful but the messaging could be stronger.