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.

ALSO ON STREETSBLOG

Michael DenDekker: Slowing NYC Drivers Is a Pointless Waste

|
Assembly Member Michael DenDekker, the Queens rep who once proposed legislation to register cyclists and monitor them with bike lane cameras, says efforts to slow city drivers under Vision Zero are pointless. DenDekker wants an audit of Vision Zero spending, which he reportedly believes is wasted unless it’s going toward traffic signals to eliminate motorist-pedestrian conflicts […]

DOT Launches Speed Limit PSAs; NYPD to Target Speeding, Failure-to-Yield

|
NYC DOT and NYPD jointly announced some new street safety initiatives today. Harking back to the release this summer of DOT’s Pedestrian Safety Study and Action Plan, Janette Sadik-Khan and Ray Kelly came out with plans to increase awareness about the dangers of speeding and to target more police enforcement on speeding and failure-to-yield violations. […]

Adding Curb Space for Cars vs. Space for Bikes — DOT’s Double Standard

|
Thanks @NYC_DOT for removing the loading zone on our block to gain two parking spaces. Guess what happens now? pic.twitter.com/BKVeRDKoay — Brooklyn Spoke (@BrooklynSpoke) April 15, 2016 Whenever curb space is reallocated for bike parking in New York City, the process is intensive. Getting NYC DOT to install a bike corral usually involves lots of signature gathering, and […]

TA: City Hall’s Spending Decisions Are Limiting Life-Saving Street Designs

|
Transportation Alternatives says the de Blasio administration’s failure to fully fund Vision Zero street improvements is limiting the number of split-phase traffic signals DOT can install to prevent collisions at dangerous intersections. In June, 30-year-old cyclist Olga Cook was killed by an allegedly drunk driver who made a right turn across the Hudson River Greenway at Chambers Street, one […]