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Continue Vision Zero public awareness campaign

Your Choices Matter is DOT’s street safety awareness campaign that emphasizes the serious consequences of dangerous driving choices. In 2017, we will launch a variation of the campaign that addresses the most common causes of serious crashes. In the longer term, DOT will produce new content in order to remain visible in the City's rapidly-changing media climate. 

Strategic Plan 2016 Initiative

2.1.5

Related OneNYC Initiative

2.6.1

Short-Term Milestones (by end of 2017)

Status

Update Description

DOT will maintain gains in awareness of traffic laws and indicators of positive behavior change on the part of motorists.

Completed

In 2017, market research showed that driver comprehension in NYC continues to trend upward – 55% correctly identify the speed limit (up from 49% in 2015) and 83% comprehend that drivers’ behaviors are the primary factors in pedestrian fatalities (up from 79% in 2015). Drivers’ self-reported behavior as a result of seeing Vision Zero ads remains high – 84% pay more attention to pedestrians and cyclists, 80% give more thought to speed when approaching crosswalks, 81% are encouraged to be more responsible drivers.  Awareness and support of Vision Zero remains at a high level – 71% of drivers are aware of Vision Zero (up from 62% in 2015) and 82% of drivers support Vision Zero as a valuable government program (up from 78% in 2015).  DOT will continue annual benchmark research to measure the impact of Vision Zero advertising. 

DOT will pursue funding for maintenance and expansion of VZ media campaigns, including pursuit of foundation grants.

Completed

DOT invested $5.4M in Vision Zero marketing in FY17 and $4.5M in FY18. In addition, DOT pursued and received $320,00 NY State grant funding in FY17 used toward Vision Zero and DWI campaigns. The agency continues to monitor and pursue viable grant opportunities for Vision Zero media campaigns. 

DOT will expand the array of venues for Vision Zero public engagement with New Yorkers, including engagement with non-English speaking communities.

Completed

DOT developed Spanish and Chinese language content which has been incorporated into the agency's advertising and social media campaigns, and into DOT's Safety Education and Street Ambassador in-person outreach.

DOT will continue to target media content and placement in response to crash data trends.

Ongoing

DOT targeted priority areas where serious crashes occurred for the Spring 2017 Vision Zero media campaign, with a focus on behavioral advertising.

Medium-Term Milestones (by end of 2021)

Status

Update Description

DOT will maintain gains in awareness of traffic laws and indicators of positive behavior change on the part of motorists.

DOT will pursue funding for maintenance & expansion of Vision Zero media campaigns, including pursuit of foundation grants.

DOT will expand the array of venues for Vision Zero public engagement with New Yorkers, including engagement with non-English speaking communities.

DOT will continue to target media content and placement in response to crash data trends.