Life — September 10, 1925 — page 10: what you’re looking at

What you’re looking at

# "Save McMurtrie Boulevard" Campaign This page documents a **satirical civic campaign by DAILY LIFE magazine** to repair McMurtrie Boulevard, a neglected road where Canadian trucking goods are delayed. The photograph shows a dilapidated truck stuck on a poorly maintained street. The magazine is running a humorous **"Save McMurtrie Boulevard" slogan contest**, inviting readers to submit catchphrases to promote road repair. The text lists various submitted slogans, most romantic or whimsical in tone—treating serious infrastructure neglect as comedy. The satire targets **urban neglect and bureaucratic inaction**: rather than directly demanding repairs, the magazine uses public mockery and participatory humor to pressure officials into maintenance. It's a clever example of **early 20th-century advocacy journalism** using satire to highlight civic problems.