DOT’s Newest Bike/Ped Safety Campaign: “Heads Up”

DOT's newest PSA campaign urges cyclists and pedestrians to pay attention and follow the rules of the road.

“Heads Up.” That’s the Department of Transportation’s newest message for cyclists and pedestrians, which will appear on six billboards, 300 bus shelters and 250,000 coffee cup sleeves around the city.

The new campaign marks a more positive tone than DOT’s “Don’t Be A Jerk” campaign, which many cyclists felt unfairly stigmatized bike riders. It’s also an expansion of emphasis from that campaign, aiming to influence pedestrian behavior as well.

Cyclists are urged to use lights at night, yield to pedestrians, travel in the direction of traffic, and stop at reds (“because it’s always better to arrive fashionably late,” says the ad). Pedestrians are told to watch for turning cars while crossing the street and not to cross mid-block. We’re not too optimistic about the effectiveness of any PSA campaign to convince New Yorkers not to walk the straightest route between point A and point B.

While the warning about turning cars indirectly acknowledges the danger posed by drivers who fail to yield, there is currently no equivalent PSA aimed at motorists. DOT will continue its current motorist public education campaigns, “That’s Why It’s 30,” focusing on speeding, and “You The Man,” supporting designated drivers.

Image: NYC DOT

ALSO ON STREETSBLOG

DOT: Drivers Injured 1,305 Pedestrians and Cyclists in July, and Killed Six

|
Editors’ note: Beginning with July, we are basing our monthly fatality and injury data posts on DOT’s compilation of crash data instead of NYPD’s. DOT data gives a more complete picture of citywide injuries, though accounting of fatalities may be delayed in cases where the victim died days or weeks after the crash. Known discrepancies will be noted. Eighteen people […]

Evidence That Split-Phase Signals Are Safer Than Mixing Zones for Bike Lanes

|
When DOT presented plans for a protected bike lane on Sixth Avenue, one point of contention was the design of intersections. How many intersections will get split-phase signals, where cyclists and pedestrians crossing the street get a separate signal phase than turning drivers? And how many will get “mixing zones,” where pedestrians and cyclists negotiate the same space as turning […]

Levine to CB 7: Support the Amsterdam Avenue Protected Bike Lane

|
Next Tuesday, Community Board 7 is slated to vote on the Amsterdam Avenue protected bike lane, and Council Member Mark Levine wants to be crystal clear: The street needs a redesign that includes a protected bike lane. In a letter sent to CB 7 members today, Levine makes the case that by shortening crossing distances, reducing speeding, and adding a protected bike lane, DOT’s […]

CB 4 Transpo Committee Endorses Sixth Ave Protected Lane

|
DOT is set to move forward with a protected bike lane on Sixth Avenue from 8th Street to 33rd Street after members of the Community Board 4 transportation committee gave the project a thumbs-up last night. In November, the committee declined to support the proposal because members felt the new design did not do enough to protect pedestrians […]

DOT: 1,336 Pedestrians and Cyclists Injured, 7 Killed in September

|
Fifteen people died in New York City traffic in September, and 4,612 were injured, according to DOT’s Vision Zero View crash data map. As of the end of September, DOT reported 95 pedestrians and cyclists killed by city motorists this year, and 10,498 injured, compared to 114 deaths and 10,863 injuries for the same period in 2014. Citywide, at […]

DOT Reveals a Flatbush Ave Pedestrian Safety Plan By Atlantic and Fourth

|
Last night DOT presented its initial concept for pedestrian safety improvements near the convergence of Flatbush, Atlantic, and Fourth avenues in Brooklyn [PDF]. The intersection is located at the center of Brooklyn’s largest transit hub, where the Long Island Railroad meets eight subway lines and four MTA bus routes. The Brooklyn Academy of Music and the Barclays […]