Vision Zero requires an extensive public advertising campaign and a strong social media and internet presence. The Department of Transportation will roll out two Vision Zero ad campaigns, “Reckless Driving Kills” which highlights the devastation that drivers who speed, fail to yield to pedestrians in the crosswalk or drive distracted, wreak on families, and “Choices” which present New Yorkers with two options: a safe trip home or the real consequences of drinking and driving. Both campaigns will be found on television, on TaxiTV, on bus shelters and billboards and online. The “Choices” campaign in particular is the culmination of extensive research into drunk driving in New York which identifies men between the ages of 21 and 39 as the primary offenders. In qualitative testing of this concept, “Choices” displayed effectiveness due to the personal accountability it places on the driver and the power of choice it gives the viewer.