Department of Transportation to launch new multicultural Vision Zero ad campaign
The New York City Department of Transportation (DOT) on Friday, February 19 announced a new $2.5 million Vision Zero ad campaign funded by the New York City Council that aims to educate motorists that their choices behind the wheel matter.
The initiative – called “Your Choices Matter” – will see the installation of 12 billboards and 641 bus tails citywide during the months of February, March and April. The campaign – which will be carried out in English, Spanish and Chinese – will also include television, radio and digital ads using such slogans as “Car crashes are not accidents” and “Your choices behind the wheel matter.”
“As we have seen with the anti-smoking ad campaign, stark reminders that our choices have real impacts can lead to more thoughtful decisions,” said City Council Transportation Chair Ydanis Rodriguez, who helped secure the funding for the initiative. “As the Vision Zero campaign becomes more recognizable to New York drivers, we expect a true culture change to dovetail with the extensive work the DOT is doing across the city leading to a drop in traffic related injuries and fatalities.”