Oregon Public Broadcasting

Cycling advocates in Portland and the  Eugene-Springfield area are teaming up with local govenment officials to launch a new safety campaign.  It's called Eye to Eye.  Andrew Theen reports.

150 cyclists crossing Portland's Broadway Bridge were lucky enough to get free bike bells.  Using a bike bell helps motorists, cyclists, and pedestrians know where everyone is on the roads. 

Bicycle Transportation Alliance officials say the campaign is about awareness.

Portland Mayor-elect Sam Adams said after a spate of high-profile road rage incidents in town, Portlanders need to "share the frickin' road already."

Sue Keil, the Director of the Portland Department of Transportation says simple eye contact on the roads is "critical."

Sue Keil: "For heavens-sake if you're a pedestrian you need to look around and see what else is going on, if you're a motorist you need to look around and see if you have pedestrians and cyclists, and the same thing is true for cyclists."

BTA officials say they're working with political leaders and the trucking and transportation industry to move their message.