With the increased use—and occasional misuse—of personal scooters on the UCLA campus, UCLA Transportation and the UCLA Office of Campus and Community Safety have launched a new, hard-hitting ad campaign across campus. Highlighting the potential consequences of irresponsible riding, both for individuals and the wider UCLA community, the campaign aims to build a culture of respect, awareness, and accountability among scooter users.
The initiative takes inspiration from the classic board game “Would You Rather?” to better engage younger students—the primary users of scooters on and around campus. The ads pose a clear choice: would you rather be a responsible Bruin, or a reckless one whose actions endanger others and threaten your future? This strategy adopts a more direct tone than typical safety messaging, while remaining bright, playful and visually engaging to connect with students. Creative design was led by UCLA Administration Marketing & Communications.
When riding micromobility devices such as electric scooters, Bruins are urged to follow UCLA’s micromobility guidelines:
Scooters need to be walked in campus dismount zones.
Scooters should be ridden on surface streets, avoiding pedestrian walkways and crosswalks.
Observe all traffic lights and signs, following the same rules as motor vehicles.
Scooters should be parked respectfully in designated locations that do not block doorways, staircases or other pathways.
Helmets are strongly recommended to better protect riders from injury.
