The New York City Department of Transportation (DOT) Commissioner Polly Trottenberg today announced the release of “Cautious“, the second “Your Choices Matter” television advertisement. “Cautious” addresses the interaction between a pedestrian and a distracted driver. The first ad “Racer“, released earlier this week, focuses on the interaction between a motorist and child. Both advertisements illustrate the real-life impacts of high-risk driving choices and are aligned with Mayor de Blasio’s Vision Zero initiative, which aims to eliminate fatalities through a combination of engineering, enforcement, policy, and high-impact education and awareness efforts.
“These ads are powerful and memorable. Just days into the campaign we are already hearing from New Yorkers throughout the City about their impact. We expect the release of ‘Cautious’ will yield the same results,” said DOT Commissioner Trottenberg. “These ads will serve to remind us all that our actions behind the wheel can be a matter of life or death.”
While Vision Zero encourages and demands safe practices for all street users, these ads specifically identify driver behaviors. Reckless or dangerous driving decisions by motorists are key factors in 70 percent of pedestrian fatalities citywide. As part of the “Your Choices Matter” campaign, the new :30 second ads reveal two lives in progress on familiar city streets and highlight how the actions drivers make behind the wheel can have tragic consequences.
The “Your Choices Matter” campaign, first launched last fall, brings to light that traffic incidents have real and very serious results. The imagery used in the campaign is vivid and attention-grabbing and ultimately helps the viewer understand the human cost of reckless behavior. These new TV ads will run on major broadcast and cable television networks from May 4 to June 28, 2015.
In addition to television ads, this phase of “Your Choices Matter” includes robust radio, newspaper and online advertising as well as an extensive out-of-home media plan. Ads will feature images of items found at crash scenes and tell the stories of the pedestrian-victims. The images are supported by facts from the agency’s newly-released Borough Pedestrian Safety Action Plans. The plan includes billboards, metrolight posters, bus tails, bus shelters, phone kiosks, and urban panels located along Priority corridors and intersections throughout the five boroughs.
For more information about Vision Zero, visit www.nyc.gov/visionzero.