The New York City Department of Transportation (DOT) on Friday, February 19 announced a new $2.5 million Vision Zero ad campaign funded by the New York City Council that aims to educate motorists that their choices behind the wheel matter.
The initiative – called “Your Choices Matter” – will see the installation of 12 billboards and 641 bus tails citywide during the months of February, March and April. The campaign – which will be carried out in English, Spanish and Chinese – will also include television, radio and digital ads using such slogans as “Car crashes are not accidents” and “Your choices behind the wheel matter.”
“As we have seen with the anti-smoking ad campaign, stark reminders that our choices have real impacts can lead to more thoughtful decisions,” said City Council Transportation Chair Ydanis Rodriguez, who helped secure the funding for the initiative. “As the Vision Zero campaign becomes more recognizable to New York drivers, we expect a true culture change to dovetail with the extensive work the DOT is doing across the city leading to a drop in traffic related injuries and fatalities.”
“After 2015, a year with record-low fatalities, DOT is proud to build on our Vision Zero success by expanding our multi-cultural education and outreach,” said DOT Commissioner Polly Trottenberg. “Under Mayor Bill de Blasio’s leadership and with the support of Councilmember Rodriguez, we expect that this campaign will grab your attention. New Yorkers need to remember that pedestrians should always be expected in the crosswalk and that crashes are preventable.”
In January, Mayor Bill de Blasio announced several new Vision Zero initiatives for 2016, including investment in street redesign and traffic-calming measures on key thoroughfares citywide, a pilot project to reduce left-turn collisions, safer bicycle routes, targeted NYPD enforcement to protect seniors, increased use of speed-enforcement cameras and earlier education about Vision Zero in public schools.
“We cannot put a price on lives lost, nor the lingering pain felt by families and loved ones, but we as a city can and must do our part to hammer home on the point that your choices matter behind the wheel; make the right ones,” said Rodriguez.