Mayor Timothy M. Keller
CITY OF ALBUQUERQUE
Albuquerque, New Mexico
Office of the Mayor
INTER-OFFICE MEMORANDUM April 23, 2026
TO: Klarissa J. Peña, President, City Council
FROM: Timothy M. Keller, Mayor
SUBJECT:
title
Educational Campaign and Crosswalk and Signal Update Pursuant to Council Bill No. R-25-196
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Pursuant to Council Bill No. R-25-196, this Executive Communication provides an update on the public education campaign on the traffic code updates enacted in Ordinance No. O-2025-032 and a report on crosswalks and signals.
Public Education Campaign
The Department of Municipal Development (DMD) entered into professional technical contracts with two local consultants to support the public educational campaign: (1) Mood, to develop campaign materials; and (2) 2540, to work on public outreach. DMD also created a working group with representatives from DMD, Communications, Parks and Recreation, and Public Affairs to strategize around the campaign and to review and deploy campaign materials. Our goal was to reach as many community members as possible, including future drivers.
The campaign consists of the following:
(1) “Stop for Everyone” branding
(2) Five campaign videos, deployed online and on KOB, KRQE, Estrella and Telemundo.
(3) Campaign videos in Spanish
(4) “Stop for Everyone” webpage
(5) Billboards
(6) Digital Displays at the Convention Center, Sunport, CNM, and City Hall, and at more City owned assets
(7) Bus Shelter posters
(8) Webinar
(9) One Page Flyer Distribution to Drivers Education Schools and others
(10) Campaign stickers, magnets, and coloring pages
(11) Community meetings
(12) Presentations to APS
(13) Radio (in progress)
To measure the success of the campaign, our consultant Mood has put together data on how the campaign has reached the public over the first month. Here is a summary, as of April 12, 2026:
1. Engagement and Reach
• The campaign has generated a total of 715,900 impressions.
• 39,621 total clicks to the website so far.
• A standout CTR (click-through rate) of 13.28% on social media.
2. Streaming TV & Audio Retention
While social media drove traffic, the Streaming TV and Audio components excelled at keeping the audience’s attention.
• Streaming content has achieved a 92.42% completion rate. Nearly all viewers watched or listened to the ads in their entirety.
• Streaming TV Premium have been particularly effective at holding attention, boasting a 98.13% completion rate.
3. Creative Performance
• The 'Stop For Everyone' and RRFB spot on social media showed the highest individual engagement rate--over 15% CTR each (even 5% is considered very high)
• The social campaign has generated significant earned media, including 167,259 total engagements and 131,802 video views.
The campaign is successfully balancing broad brand awareness with high-intent engagement. The Streaming TV and Audio components performed exceptionally well for message retention, with nearly all viewers watching or listening to the creative in its entirety. Simultaneously, our Facebook and Instagram efforts acted as a primary driver for action, pulling in a click-through rate that is significantly above average.
We expect these numbers to go up as the campaign is broadcast more broadly.
Ultimately, the success of the educational campaign will be measured by a reduction in fatal and serious injury crashes, particularly when combined with the significant infrastructure improvements the City has been making. However, that will take time.
Crosswalk Inventory
DMD does not count individual striped crosswalks, but rather tracks striped crosswalks as part of an entire intersection. DMD would not restripe a single crosswalk at an intersection, but rather would stripe all of the crosswalks, the stop bars, and the turn arrows. There are approximately 1,085 intersections with crosswalks around the City. There are also 340 crosswalks as part of
school zones, Pedestrian Hybrid Beacons (PHBs or HAWK signals), Rectangular Rapid Flashing Beacons (RRFBs), and other vulnerable road user crossings.
Approximately 260 of these locations need to be restriped, at an approximate cost of $3.5M. DMD prioritizes its restriping efforts based on condition, school zone, and whether the intersection is on the HFIN.
A map of crosswalk locations is enclosed.
Signal Inventory
We have attached a map showing the locations of the passive and flashing beacons across the City, as well as a map of the flashing beacons associated with the schools.
We have also attached a map of all the traffic signals around the City.
All signals and beacons are currently operational. When equipment breaks down, DMD will learn of the outage through its traffic cameras or 311 reports, and address the outage immediately.
Approximately 400 City owned signals require equipment and technology updates. Estimated costs to update all City owned signals to meet current design standards is approximately $30M. This would cover costs to replace all outdated cabinets and controllers, rebore conduit and repull wire where necessary, install new detection equipment, and replace all existing twisted pair with fiber optic wire.
Educational Campaign and Crosswalk and Signal Update Pursuant to Council Bill No. R-25-196 Approved: Approved as to Legal Form:
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 4/27/2026 | 8:31 AM MDT |
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Samantha Sengel, EdD Date Chief Administrative Officer |
Lauren Keefe City Attorney |
Date |
Recommended:
3:39 PM MDT
Jennifer Turner Date
Municipal Development Director