New York City has launched a $4 million ad campaign aimed at cracking down on speeding and other “dangerous driving behavior,” Mayor Eric Adams said Monday.
The new “Speeding Ruins Lives, Slow Down” campaign includes TV, digital, print, radio, bus shelters, LinkNYC kiosks and gas station advertisements warning New Yorkers of the dangers of reckless driving, Adams and Transportation Department Commissioner Ydanis Rodriguez said in a joint press release Monday afternoon.
Digital newspaper and online ads will appear in nine different languages, including Spanish and Chinese, according to the statement.
The DOT posted one of the campaign ads on its YouTube channel on Monday, in addition to unveiling a new billboard on Pennsylvania Avenue in East New York.
Between January 1 and March 31 this year, 59 people died in road accidents and 10,432 were injured, compared to 41 dead and 9,100 injured during the same period last year, according to the tracker Zero View of the city.
Last year, the city recorded a total of 273 road deaths, compared to 243 in 2020, according to the tracker. This death toll marked the highest number of road fatalities the city has recorded since 2013 – when 299 people died in traffic accidents, according to the tracker – nullifying previous efforts by Vision Zero to reduce fatalities. .
East New York is “one of the neighborhoods hardest hit by traffic violence,” having recorded 35 road deaths and more than 300 “seriously injured” since 2017, the statement said.
In a statement, Rodriguez said the campaign would show New Yorkers “the horrific consequences of driving too fast. Adams launched the campaign less than two weeks after announcing the city would invest $904 million in traffic safety initiatives.
“Road safety is public safety, and today we continue to take action against road rage,” Adams said in a statement Monday. “This unprecedented campaign will reach New Yorkers in all five boroughs in nine languages with one message: Slow Down.”
“And we are going to do everything we can to focus on the ultimate goal of Vision Zero and eliminate road deaths,” he added.