New York City Department of Transportation (DOT) Commissioner Janette Sadik-Khan today launched “Choices,” a new multi-platform advertising campaign targeting DWI, a killer on New York’s streets not only during the holiday season, but throughout the year. While traffic fatalities remain at historical lows, fatalities resulting from DWIs have increased 125% in only the past three years. This new campaign includes two ads featuring an individual holding both a set of keys and a beer bottle in his hand, facing the choice of a cab or police cruiser in one, and a subway stairwell or hearse in the other. The ads read “WHERE TO: HOME OR CENTRAL BOOKING?” OR “WHERE TO: THE SIX TRAIN OR SIX FEET UNDER?,” with the message “THE CHOICE IS SIMPLE. CHOOSE NOT TO DRINK AND DRIVE.” According to DOT and NYPD data, there were 16 DWI-related traffic fatalities in 2010, 23 in both 2011 and 2012 and 36 so far in 2013. The campaign is the second of two to launch during Safe Holiday Driving Week, as DOT unveiled an ad campaign focusing on reckless driving Monday. Commissioner Sadik-Khan was joined by former Net and current organization scout Kerry Kittles, team public address announcer David Diamante, the Brooklynettes dancers and the BrooklynKnight team mascot inside the GEICO Atrium at Barclays Center in Prospect Heights, Brooklyn.
“Driving while intoxicated is a matter of life and death. We cannot say it often enough,” said Commissioner Janette Sadik-Khan. “One bad choice can end lives.”
High school juniors and seniors representing Brooklyn’s Bedford Academy High School, one of six high schools participating DOT’s teen residency program, attended today’s launch. The residency program provides a creative and supportive environment for youth to explore the critically important traffic safety topics. In order to broaden the reach of the program’s messaging and remain relevant in our web-based society, the residency integrates the use of several social media platforms.
DOT has also launched the most sustained ad campaigns targeting dangerous driving and vulnerable street users. From the “That’s Why It’s 30” ads educating motorists of the fatal dangers of exceeding the speed limit by even 10 miles to the “You The Man” anti-DWI campaign to the “LOOK” safety campaign combining innovative street markings and ads to
caution road users to be attentive, DOT has reached the public time and time again with creative and life-saving messages.
The “Choices” campaign will run on urban panels, banner ads, social media, subway platform ads, in bars and venues and over radio.