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Getting a driver's license involves a multistep process in which the state (of California in this case) attempts to create a safe and responsible driver "identity" in each license holder. Obviously, people internalize this identity in various ways.

This process is unfeasible for people who aren't driving but using other kinds of transportation.

However, a cost efficient and useful messaging campaign for people who walk, bike and take transit is to promote an identity/bill of rights for each group.

This could be accomplished easily through media/marketing campaign online, in print or via messengers.

A Bill of Rights is a useful formulation of responsibilities because it conveys both freedoms and limits on freedoms. People understand it implicitly but view differently than an exhaustive list of rules that they have to abide.