The Department of Transportation (DOT) on Thursday, March 17 announced the expansion of its “Choices” ad campaign designed to discourage drunk driving.
The campaign coincides with the beginning of the NCAA college basketball tournament, a time when, officials say, New York City bars see some of their largest crowds of the entire year.
“After watching and — over drinks — enjoying their favorite team play, New Yorkers must remember that it’s never okay to get behind the wheel,” said DOT Commissioner Polly Trottenberg. “As part of Mayor [Bill] de Blasio’s Vision Zero goals and our strong commitment to stopping DWI, this ad campaign sends a strong message that if you put yourself or your fellow New Yorkers in danger, you will face very serious consequences.”
This new rollout of ads, Trottenberg said, is the first of its kind, as they will be coming to some the city’s many new LinkNYC kiosks.
CityBridge will manage the multi-year project expected to bring over 7,500 kiosks to New York City.
“This campaign is a powerful example of NYC’s Department of Transportation tapping into LinkNYC as a public-service-first platform,” said Scott Goldsmith, president of Intersection Media, which is a part of the City Bridge consortium. “In addition to sending a valuable message to New Yorkers during the March Madness season, the campaign also utilizes many of the unique benefits of Link, primarily its ability to be context and location-aware. The DOT selected Links around the most popular nightlife spots, spanning from downtown to midtown NYC, to spread the word and remind people about the dangers behind drunk driving.”
Featuring the tagline, “Celebrate responsibly. Your Choices Matter,” the campaign is an extension of New York City’s multi-year Vision Zero initiative to reduce injuries and fatalities on city streets.