City to Unveil ‘Look’ Bike Safety Campaign

Transportation Alternatives is proud to be part of New York City'sfirst citywide education campaign targeting cyclists and motorists,which will be officially launched later today. Developed pro bono byinternational advertising agency Publicis in the West (Seattle) andinstalled by the City of New York, the ads on bus shelters, buses, taxitops and phone kiosks will urge drivers and cyclists to "Look" for oneanother and to share the road.

The citywide awareness campaign was sparked by the tragic death ofLiz Byrne, a city cyclist who was struck and killed by a truck inSeptember 2005. Liz was a longtime NYC bike rider and freelancer whoworked with Publicis' NYC office. Her tragic death motivated her sisterand colleagues from Publicis to contact Transportation Alternatives inOctober 2005 and offer their pro bono services on a massive safety andeducation campaign. At the same time, the newly released Bike SafetyAction Plan, authored by Transportation Alternatives and the NYCBicycle Coalition, called for several strong initiatives to improvecity cycling and demanded the City:

"With guidance from experienced street safety advocates, develop and implement a Public Awareness Campaign to curb dangerous driving and educate drivers about cyclists' rights to the streets."

"Look" represents a collaboration between T.A., the New York CityBicycle Coalition, the City Departments of Transportation, Health andPolice, the NYC Taxi and Limousine Commission and the Office of thePublic Advocate.

T.A. and the NYC Bicycle Coalition continue to press the City toimplement the entire Bike Safety Action Plan, including more aggressiveenforcement of illegal driving and developing stronger bike lanedesigns.