Getting people to not to things that can hurt other people sometimes takes creativity. Just take the Street Smart campaign, the regional biannual campaign that encourages motorists, pedestrians and cyclists to follow the law in hopes of reducing the number of traffic injuries and fatalities that take place in and around D.C.

The newest iteration of the campaign was unveiled today, and it includes some eye-catching ads of pedestrians and cyclists with tire treads across their faces. Some of the ads encourage drivers to slow down and watch for pedestrians and cyclists, while others implore pedestrians to only cross where and when they legally can and for cyclists to obey the rules of the road. Explained the campaign’s organizers in a press release:

The “tired faces” visuals call attention to the dangers confronting pedestrians and bicyclists with the larger-than-life faces of area residents on ads on buses and in transit shelters in the District, Virginia and Maryland. State and local officials want drivers to actively watch out for pedestrians and bicyclists, especially when turning. They also are reminding bicyclists to ride with traffic and stop at red lights and urging pedestrians to use crosswalks and wait for the walk signal before crossing the street.

In 2012, preliminary data indicates there were 3,033 crashes in the DC metropolitan region involving pedestrians and bicyclists, which resulted in 70 fatalities. On average, pedestrians and bicyclists account for 30 percent of all traffic fatalities in the Washington region.

The campaign isn’t only about advertising, though. Starting next week and through May 12, police officers in D.C., Maryland and Virginia will be on the lookout for violations by motorists, pedestrians and cyclists. Last year, police officers deployed throughout busy areas of D.C., where they ticketed cyclists for running red lights, pedestrians for jaywalking and cars for cutting off pedestrians in crosswalks.

If you’re a little put off by the ad campaign, it’s worth remembering what it included in 2010: a video of a car repeatedly hitting a mannequin.