Hillsborough Avenue is a busy six-lane road that thousands of drivers use every day.
William Hogan, 18, was struck on the road while trying to cross at 40th Street. Last month, two other teenagers were hit on the same road.
Pedestrians need to be smarter and more careful, police said, but we found many pedestrians ignoring that advice.
With her 2-year-old daughter in her arms and cars and trucks flying past her, Micheia Scott stood in a median along Hillsborough Road, waiting for what she thought was a safe time to cross.
"I just wait till all the cars (pass) and then go," Scott said.
She knows the danger and about what happened to Hogan. But she still chose not use a crosswalk just a few feet up the road.
That is exactly the kind of behavior police said needs to change.
"The time that they could save, could cost them their life," Tampa Police Department spokeswoman Laura McElroy said.
Over the last several months, TPD has been trying to crack down on pedestrians and drivers breaking the law when it comes to crossing the road.
This year, police have handed out more than 300 warnings to people crossing the street incorrectly but only two citations.
"In both of those cases, the pedestrians had been warned before and one was actually the victim of a pedestrian crash and hit by a car," McElroy said.
Now police are considering more fines in an effort to get their point across.
Police have not been slow to ticket drivers. This year they have handed out almost 600 for crosswalk violations.
"There's no better way to change a pattern of driving than by getting a citation," McElroy said.
But some drivers said it's the pedestrians who need to change how they do things.
Derrick Hall sees firsthand the dangers some pedestrians pose not only to themselves, but drivers as well.
"Some wait, some just jump right out in front of you. But the main thing is any time I see a pedestrian I have to be extra cautious because I don't know which route they're going to take," Hall said.
TPD, the Sheriff's Office and the school system are organizing a contest in the schools to see who can put together the best PSA on pedestrian safety.
Police hope that if kids are not getting the message from officers, maybe they'll listen to each other.