Skip to Content
Streetsblog New York City home
Streetsblog New York City home
Log In
DOT

DOT Vision Zero Ad Targets Drivers Who Speed and Fail to Yield

DOT has released the first in another round of ads for its "Your Choices Matter" Vision Zero education campaign. It's an effective and reality-based video spot that targets drivers who speed and fail to yield -- leading causes of death and injury for people who walk and bike in NYC.

The 30-second PSA depicts a driver adjusting his radio and accelerating down a city street before making a fast right turn into a crosswalk and striking a child on a bike. “He wasn’t racing," reads the title card. "The driver was. Slow down. Your choices matter.”

A DOT press release says the new ads "specifically identify driver behaviors," and that "[r]eckless or dangerous driving decisions by motorists are key factors in 70 percent of pedestrian fatalities citywide."

Motorists hurt and kill thousands of pedestrians on city streets every year, and most victims who are struck in crosswalks have the walk signal.

“While NYC DOT redesigned more streets than ever and NYPD increased traffic enforcement, bringing safer streets to the five boroughs is also the responsibility of drivers,” Transportation Commissioner Polly Trottenberg said in the press release. “Drivers’ choices behind the wheel matter and these television advertisements will remind millions of people that their actions can have fatal consequences for New Yorkers and their families.”

A second video ad will be released later this week, according to DOT. The video spots will run on broadcast and cable television through the end of June.

Other ads "will feature images of items found at crash scenes and tell the stories of the pedestrian-victims," and relate findings from DOT borough pedestrian safety action plans, the press release says. Ads will be placed on radio, in newspapers, online, on billboards, and at street-level locations including busses and bus shelters, phone kiosks, and along priority corridors identified in the pedestrian safety action plans.

Stay in touch

Sign up for our free newsletter

More from Streetsblog New York City

Bedford Ave. Protected Bike Lane Would Benefit Residents, Businesses: Data

A new report debunks the common myth that street safety projects aren't built for the benefit of people who live in a given neighborhood.

July 16, 2024

Tuesday’s Headlines: Rajkumar’s Citywide Bid Edition

The potential candidate for city comptroller cares more about "quality of life" than transportation, she says. Plus more news.

July 16, 2024

Report: The 3 Deadliest Districts for Pedestrians are Represented by Republicans

According to Smart Growth America, Suffolk County and the southwestern part of Nassau County are the worst places to be a pedestrian in the state.

July 16, 2024

Monday’s Headlines: Who’s a Good Boy Edition

Too many of our four-legged family members are being killed by car drivers. Plus other news.

July 15, 2024

Delivery Worker Minimum Wage Shows Promise … For Some, Data Shows

New data from the city's Department of Consumer and Worker Protection shows minimum wage is bringing order to a previously wild industry.

July 15, 2024
See all posts