The Glendale Citywide Safety Education Initiative is a comprehensive education and encouragement program to encourage pedestrians, bicyclists, and motorists to share the road safely in Glendale. The Be Street Smart Glendale campaign was developed through a comprehensive tri-lingual community engagement process based on collision data to identify behaviors, locations and actions that resulted in collisions, injuries and fatalities in Glendale. Engagement included focus groups, online and offline surveys, partnerships with key community and business organizations, and a project-related Pedestrian Safety Advisory Committee. Sumire is responsible for overall strategic management and execution of the pedestrian, bicyclist and motorist Safety Education Initiative. The campaign involves engaging with mainstream and hard-to-reach communities, including seniors, Armenian and Spanish speakers, and a large daytime population of non-resident motorists. A campaign website, social media and advertising campaign has been developed incorporating street banners, sidewalk decals, billboards, TV and print ads as well as a tool kit for pop-up events that can be duplicated and sustained.