On September 16, 2015, WalkWise Tampa Bay Ambassadors, public officials, and local law enforcement gathered on 50th street in Tampa near the University of South Florida (USF) Tampa campus. Thousands of USF students and residents cross this busy road to get to campus, transit stops or other destinations on foot each day. The crosswalks, newly outfitted with flashing beacons, were introduced to pedestrians; students and residents were shown how to use the crosswalks and given safety information cards, while the Hillsborough County Sheriff deputies warned or issued tickets to motorists who failed to yield for pedestrians or were speeding. Last November, USF student Courtney Neusch was injured severely when struck by a vehicle within a crosswalk. Since that incident, $70,000 was allocated by Hillsborough County to support safety efforts in the area including enhanced lighting and signage. Local news outlets covered the event, accruing 871,204 viewers and over $45,000 in media value. In a CBS interview, Julie Bond, BWTB Program Director said, “We want you (pedestrians) to feel safe. We’ll help as much as possible.” WalkWise Tampa Bay is funded by the Florida Department of Transportation District 7 and managed by the Center for Urban Transportation Research at USF.