Much of the campaign is geared to educate drivers, which is clear by the many banners posted along the street which read, "Safety on Sunset" or "Is it worth it?" The signs hang on poles along Sunset from the 405 Freeway to Pacific Coast Highway to remind drivers to slow down and not text or talk on their cellphones while driving.
The initiative is being funded by the family of Julia Siegler, who was killed crossing Sunset in 2010, trying to catch a school bus. The 13-year-old student at Harvard-Westlake Middle School was in a crosswalk at Sunset Boulevard and North Cliffwood Avenue when she was struck.
The city is promising more police enforcement on Sunset Boulevard. Officers will be keeping a sharp eye on drivers who speed, text or talk on their phones while driving.
Residents say they appreciate the effort and will comply with what's best for the area.
Los Angeles City Councilman Bill Rosendahl is also supporting the campaign. He says in addition to increased patrol, the campaign will also ask for code enforcement to alert homeowners of overgrown shrubs and other visual impairments along Sunset.
According to Los Angeles Department of Transportation statistics provided by Rosendahl, there were 1,101 crashes with three fatalities along the eight-mile stretch of Sunset Boulevard between the 405 Freeway and Pacific Coast Highway between March 2008 and March 2011.