Out the bubble

Be considerate of others on the road.

You’re not the only one out there.
Around you are pedestrians, cyclists, drivers, scooter riders, children, seniors, people in a hurry, and those who simply want to get where they’re going safely.

Each of us moves at our own pace, with our own thoughts, and toward our own destination. Sometimes it’s easy to get stuck in our own “bubble” – focusing only on ourselves, our speed, our route, our right of way. But traffic doesn’t function in isolation. Traffic works when we notice each other.

Step out of your bubble. Be considerate of others on the road.

Read the recommendations for different groups of road users on
how to step out of your bubble:

As a driver, you have a special role and a great responsibility on the road, because when driving, a moment of inattention or a wrong decision can have the most serious consequences. Most serious traffic accidents occur in situations involving a car. For example, between 2017 and 2024, 61 pedestrians were seriously injured in traffic in Tartu, 55 of them in collisions with a car, bus, or truck*.
Therefore, staying alert, driving at a moderate speed, and being considerate of other road users are of key importance.

Recommendations for drivers:

• Be considerate of other road users and stay alert.
• When passing a vulnerable road user—whether a pedestrian, a person on a mobility scooter, or a cyclist—maintain a distance of at least 1.5 meters.
• Keep in mind to use your turn signal!
• Do not park or stop on sidewalks or bike paths; use designated areas instead.
• Leave the right lane for buses. This helps city buses stay on schedule during rush hour and contributes to smoother traffic flow.
• Slow down when approaching a crosswalk, even if there are no pedestrians in sight yet.
• Greet fellow road users with a wave or a flash of your headlights. That way, everyone has a good time!

“I used to get annoyed when cyclists or scooter riders were on the same path as me. That’s why I always felt the need to quickly pass the cyclist. Only now have I realized that I don’t necessarily have to push past others and that I’m not actually any faster than they are. Even if I arrive at my destination a minute or half a minute later, I feel calmer and in a much better mood.”

– Tartu resident

* Tartu Road Safety Program 2025–2033

As a cyclist, you are a full-fledged road user with your own rights and responsibilities. You are agile and fast in traffic, but that is precisely why you need to be more aware of your surroundings and considerate of others. Sometimes, even a momentary lapse in attention is enough to create a dangerous situation. By signaling where you’re going, staying in the correct lane, and being aware of slower road users, you help make traffic smoother and safer for everyone.

Recommendations for cyclists:

• When riding in areas with heavy traffic, do not wearing noise-canceling headphones – this way, you’ll be more aware of your surroundings and can better ensure the safety of other road users.
• On busy, narrow roads, come off the bike and walk it alongside you.
• Let faster riders pass.
• In Estonia, wearing a helmet is mandatory for cyclists under 16, but for your own safety, everyone should wear one!
• Make sure you’re riding in the correct lane. You may ride your bicycle on a bike path, bike lane, or near the right-hand edge of the roadway.
• If riding on a bike path is not possible, or the edge of the roadway seems dangerous, you may ride on the sidewalk, but in that case, make sure to pass pedestrians at their speed.
• Remember that you are also a road user and must be familiar with current traffic laws and ride in accordance with applicable laws and regulations.

“Tartu has many narrow streets that are mainly used by pedestrians. As both a pedestrian and a cyclist, I know these streets quite well and, to save time, I also ride my bike through them. Once, as a pedestrian on a narrow street, I almost got run over by a bike when a cyclist came speeding around the corner toward me. After getting over the shock, I realized that I could have been that cyclist in someone else’s story. Now, on narrow streets, I slow down before a curve or even walk my bike.”

– a Tartu resident

When riding a scooter, it’s important to be especially careful, because statistics show that many accidents involving scooters can have the most painful consequences – in most cases, you’re the one who gets hurt. In 66% of all scooter accidents that occurred between 2017 and 2024, the rider was responsible for their own injuries*. So, by slowing down, being aware of others around you, and moving predictably, you help keep both yourself and those sharing the street with you safe.

Recommendations for scooter riders:

• Do not ride with multiple people on a scooter. It is designed for one person only.
• For your own safety, wear a helmet when riding a scooter.
• Park your scooter so that it does not block the way for others. This shows consideration for other road users and helps the city maintain the roads better.
• Do not wear noise-canceling headphones while riding. This allows you to be more aware of your surroundings and consider the safety of other road users.
• If there is a bike path or lane, please use it.
• If there is no bike path or lane, keep your speed close to that of pedestrians and pass them at a pedestrian’s pace, when riding on the sidewalk.
• If you own a personal electric scooter, make sure it complies with the law: the maximum permitted speed for an electric scooter in Estonia is 25 km/h.
• Remember that as a scooter rider, you are a driver; you must be familiar with current traffic laws and ride in accordance with applicable laws and regulations.

“As a pedestrian, it’s really unsettling when a scooter rider whizzes silently past from behind. When I’m riding a scooter myself, I slow down when I’m near others.”

– Tartu resident

* Tartu Traffic Safety Program 2025–2033: Between 2017 and 2024, there were a total of 105 scooter accidents, 69 of which were single-vehicle accidents.

As a pedestrian, you are right in the middle of traffic, so you need to be especially careful when crossing the street. Nearly half of the accidents involving pedestrians between 2017 and 2024 occurred at both regulated and unregulated crosswalks*, where a sense of safety can sometimes arise faster than actual safety. Before stepping onto the road, take a moment to make sure you’ve been noticed – this helps keep both yourself and the traffic around you safer.

Recommendations for pedestrians:

• Before crossing at a crosswalk, stop, and make sure it is safe to cross, and that the driver has seen you.
• Please look up from your smartphone – that way, you’ll also notice other road users.
• When taking a stroll in areas with heavy traffic, avoid wearing noise-canceling headphones – this way, you’ll be more aware of your surroundings and can better ensure the safety of other road users.
• Make sure you’re walking on the correct lane – leave the bike lane for cyclists!
• Let faster-moving people pass.
• As a form of saying "thanks!", you can give drivers a wave!

“When I’m walking alone on the street, it frustrates me when a group of people walks slowly in front of me, takes up the whole sidewalk, and I can’t get past them. I try to be mindful of this myself when I’m walking in a group, so others can pass us.”

– Tartu resident

* Tartu Road Safety Program 2025–2033: Between 2017 and 2024, there were 179 pedestrian accidents, 87 of which occurred at crosswalks.

The City of Tartu has been running a campaign to promote traffic culture and safety since 2024. The campaign takes place in the spring, when the number of bicycle and scooter riders in the city increases significantly. The goal of the campaign is to encourage Tartu residents to think more about traffic culture, increase understanding among different groups of road users, and urge people to follow traffic rules. Through this, we aim to make traveling on Tartu’s streets safer and more pleasant for everyone.

Since changing traffic culture is a long-term process, the campaign takes place every year. This way, we can ensure that positive changes take root and are reflected in everyday traffic.

In recent years, the number of pedestrians and scooter riders in Tartu has increased significantly. It is important to find ways for drivers, cyclists, and pedestrians to safely share today’s traffic space. Currently, pedestrians often feel threatened by cyclists, and drivers, in turn, are annoyed by cyclists’ slower pace, which can lead to tension and conflicts between these groups of road users.

The 2022 urban space opinion survey (linnaruumi arvamusuuring) and the first-ever Tartu Climate Assembly highlighted that traffic safety is one of the most important indicators of quality of life for Tartu residents. Therefore, improving traffic culture is a crucial step in creating a safer and more considerate urban space.

Impact of the campaign:

In 2024:

• Campaign ads were displayed 2.55 million times, achieving widespread coverage in both traditional media and social media.
• 77% of respondents in the campaign follow-up survey correctly understood the campaign’s message.
• 45% of participants in the campaign follow-up survey confirmed that the campaign made them pay more attention to others in traffic.

In 2025:

• The campaign was most noticed by young people under 25 and electric scooter riders.
• 71% of participants in the campaign follow-up survey considered the campaign’s information important.
• Cyclists, scooter riders, and families with young children decided to seek out additional information on traffic safety topics as a result of the campaign.

(Follow-up surveys: Socio Research Center)