“That’s Why it’s 30″ Campaign
New York City has one of the lowest traffic fatality rates of any big city in the nation. Traffic fatalities decreased by 35% in New York City from 2001-2009. Yet 256 people were killed in traffic crashes in 2009, the equivalent of one person each weekday. New Yorkers Know It All” is driven by findings in the report suggesting that speed is an underlying factor in a large percentage of auto-pedestrian crashes resulting in serious injuries and fatalities. Nearly two-thirds of New Yorkers were unaware of the standard speed limit in NYC – 30 mph unless otherwise posted.
The campaign includes television spots playing on New Yorkers tendency to “know it all” (except the speed limit), along with more hard-hitting outdoor creative executions of “skull girl,” a graphic image licensed from the UK’s “Lucky” anti-speeding campaign.
“You the Man” Anti-Drunk-Driving Campaign
The “You the Man” campaign is aimed at men ages 21-35 (the group most likely to be involved in DWI crashes in New York City). The campaign both valorizes the designated driver and reminds New Yorkers that cab drivers, subway conductors and bus drivers are also designated drivers and are available 24-7.
The campaign’s interactive website features a service that matches drinkers with the nearest available City-licensed car service, no matter what neighborhood they have ventured out to. A free iPhone app provides the same information using the phone’s GPS, as well as an interactive BAC calculator.
Ads surge in coordination with the national NHTSA anti-DWI calendar at holidays including Superbowl weekend, St. Patrick’s Day, Memorial Day, Fourth of July weekend, Labor Day, Halloween, and Thanksgiving through New Years.
“Don’t Be a Jerk” Safe Cycling Campaign
Cycling is booming in New York City. Commuter cycling increased 26% between 2008-2009 and more than doubled since 2005. .As part of a public outreach initiative to educate all New Yorkers about bike infrastructure and cycling rules, DOT launched the “Don’t Be a Jerk” campaign, a series of three humorous PSAs for television and internet, each one focused on a different dangerous cycling behavior: riding on the sidewalk, not yielding to pedestrians and riding against traffic. The ads remind cyclists to “bike smart,” and to do their part to keep City streets safe for all users. The campaign also features a Bike Smart Pledge that allows New Yorkers to commit to safe cycling.
