This holiday season, DOT gave away 5,500 free rides – 1,500 $15 debit cards for use in NYC Taxi Cabs, participating livery car services, at MetroCard vending machines and select other ticket vending machines, as well as 4,000 single-ride MetroCards – as part of its You the Man campaign, which is designed to curb drinking and driving, reduce traffic crashes and make New York City’s streets even safer.
Safe Rides Home reminded revelers that New Yorkers can count on friends and family members as designated drivers, as well as the city’s transportation professionals: cab, livery and bus drivers and subway operators.
DOT’s You the Man campaign is designed to reach all New Yorkers and encourage smart behavior that makes the city’s streets safer by keeping drunk drivers off the roads. The slogan, creative designs and humorous approach are especially designed to resonate with men ages 21-39, who statistics show are most likely to get into a DWI-related crash or accept a ride from an intoxicated driver.
New ads, using humorous winter holiday scenarios, ran through the New Year online as well as outdoors. The campaign features a website, Facebook and Twitter social media channels, and a free iPhone app that uses GPS to help users find the closest subway stops and livery car services.