Since UNCW is a state agency, why not have them fund it directly? Seriously, $3 million for a bridge because people aren't capable of crossing without texting? Pay attention!

No turn on red, and a phase in the signal where the crosswalk is protected would go a long way at not alot of cost. That could even be done at both ends of the campus since anyone entering at the opposite end isn't going to walk down to the bridge.