One of the most iconic roadways in America – Sunset Boulevard – is the target of a new campaign to cut reckless driving on its curving pavement.
A series of banners has been installed along the street on the westside of Los Angeles, where Sunset Boulevard winds through upscale residential areas between the 405 Freeway and the Pacific Ocean.
The "Safety on Sunset" effort is funded by the family of Julia Cukier Siegler, pictured below, who was killed in 2010 at age 13 when crossing Sunset in Brentwood while trying to catch a school bus.
"The collision, personal injury and rate of fatality on Sunset are arguably among the worst in the city,'' Julia's mother Jody Siegler said in a blog post from LA City Councilman Bill Rosendahl. "This campaign tries to make a compelling case for compliance and caution so others don't have to live with the agony of loss the way we do.''
The campaign was announced last Friday by the office of Rosendahl, who represents the area.
Along the 8-mile stretch of roadway from the 405 Freeway to the Pacific Coast Highway, there were 1,101 crashes – with three fatalities – between March 2008 and March 2011, according to Los Angeles Department of Transportation statistics provided by Rosendahl.
"My constituents have lost one too many lives and witnessed far too many close calls on Sunset 
Boulevard,'' Rosendahl said.
Each banner displays one of four images along with the words "Safety on Sunset'' and "Is it worth it?''
The banners, seen pictured below, aim to curb speeding and texting while driving and to remind motorists to watch the road, Rosendahl said in a press release.
The campaign also includes increased traffic enforcement from the Los Angeles Police Department. City
code enforcement officer will be asked to alert homeowners of overgrown shrubs and other visual impairments on public right-of-way along Sunset, Rosendahl said.
The effort was the brainchild of Pacific Palisades resident Bruce Schwartz, Rosendahl said. LAPD's West Los Angeles Community-Police Advisory Board and the the Brentwood and Pacific Palisades community councils were also involved.
Photo Credit: Wieland Van Dijk/flickr