TREASURE ISLAND, Fla. (WTSP) – Beach communities along the Gulf coast in Pinellas County have taken a stand to ramp up safety ahead of tourist season.

The Rotary Club of the Gulf Beaches along with the Treasure Island Police Department, the Pinellas County Sheriff’s Office, and Bike/Walk Tampa Bay launched a pedestrian safety campaign targeting Gulf Boulevard.

The campaign’s slogan is “Walk With Care, Drive Aware," targeting both motorists and pedestrians in the effort to increase safety.

“Both sides have to be careful, both sides have to preserve life,” said Bill Matthews of the Gulf Beach Rotary Clubs. “Safety is a shared responsibility. Some people thought the sign should say ‘use crosswalks’, that would be too limited.”