New DOT Billboards Tell Drivers: “Your Choices Matter”

It doesn't get more direct than that. Image: DOT
The large billboards are at nine locations across the city. Image: DOT

Late last year, DOT launched an education campaign to combat reckless driving. One of the most visible parts of the campaign so far has been ads on bus shelters featuring the families of traffic violence victims. Now, modified versions of those ads are appearing on large billboards across the city, with a clear message telling drivers that reckless driving kills.

The ads feature David Shephard, whose fiancée Sonya Powell was killed in a Baychester Avenue crosswalk in 2009 by a speeding driver, and Audrey Anderson, whose son Andre, 14, was killed in 2005 while riding his bike on Shore Front Parkway in the Rockaways.

According to a landmark pedestrian safety study by DOT in 2010, driver actions are the main cause in 78.5 percent of serious pedestrian crashes. Unlike some other DOT safety campaigns, this one does not venture into victim-blaming territory.

DOT says the billboards will appear at nine locations across the city. The campaign also includes messages using radio, online video, in-cinema previews and TaxiTV.

The large billboards are at nine locations across the city. Image: DOT
Image: DOT

ALSO ON STREETSBLOG

DOT Vision Zero Ad Targets Drivers Who Speed and Fail to Yield

|
DOT has released the first in another round of ads for its “Your Choices Matter” Vision Zero education campaign. It’s an effective and reality-based video spot that targets drivers who speed and fail to yield — leading causes of death and injury for people who walk and bike in NYC. The 30-second PSA depicts a driver adjusting […]

“Don’t Be a Jerk” — The Wrong Message at the Wrong Time

|
This week, the New York City Department of Transportation began promoting its online (and thankfully multilingual) “Bike Smart Pledge,” asking cyclists to yield to pedestrians, stop at red lights and stop signs, ride in the direction of traffic, stay off the sidewalk, and have the proper lighting when riding at night. This will soon be […]

DOT’s New Safety Ads: “Look” Doesn’t Flinch

|
DOT today announced a new slate of public service announcements for its "Look" cyclist safety campaign. As demonstrated in this TV ad, the spots are more graphic — i.e. more realistic — than the previous line-up (though those ads are currently running online as well), and are reminiscent of PSAs we’ve seen from abroad. Reads […]