New campaign urges drivers to stop hitting Edmonton LRT trains | Daily Hive

AMA

A new marketing campaign on Edmonton’s Valley Line trains is practically begging motorists not to crash into them, after two dozen collisions have been recorded since the line opened.

A new marketing campaign from the Alberta Motor Association (AMA) is wrapped on Valley Line trains and popping up on billboards and social media posts, urging motorists to pay attention to signs and signals at intersections, particularly where the trains run at street level.

Since Nov. 23, 2025, AMA-branded LRT cars featuring the campaign’s “Give This Train a Brake” messaging have been running along the Valley Line southeast route, from downtown’s 102 Street to Mill Woods Town Centre.

The campaign emphasizes the dangers of blocking intersections, ignoring traffic signs, and the importance of staying alert while driving. It comes after recent vehicle collisions on Edmonton’s Valley Line LRT on Nov. 26 and Dec. 3.

AMA

The Valley Line has seen a significantly higher number of collisions than Edmonton’s other LRT routes. Since opening in November 2023, there have been 24 collisions along the line, including 18 involving vehicles and six involving pedestrians or cyclists.

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By comparison, Edmonton’s other LRT lines recorded just three collisions in all of 2024.

“These collisions highlight a problem with how drivers respond to signs and signals at intersections,” said Hannah Hamilton, AMA’s advocacy program manager.

“Our Signs & Signals campaign is focused on closing that gap, and helping drivers to better understand what they’re seeing — especially in areas like the Valley Line where collisions are too common.”

AMA says traffic fatalities in the city have more than doubled since 2020, with 32 traffic-related deaths recorded in 2025. Province-wide, stop sign violations are linked to 12 per cent of fatal collisions, and driver error at intersections contributes to nearly half of pedestrian collisions in Alberta.