New ‘Vision Zero’ Ads Aimed At Preventing Reckless Driving

Rich Lamb
December 13, 2019 - 2:34 pm
Vision Zero Ad Campaign

Department of Transportation


NEW YORK (WCBS 880) — New York City’s Department of Transportation on Friday launched a new “Vision Zero” initiative focused on reckless driving.

In the midst of the holiday season, the DOT is reminding motorists to be mindful of pedestrians and think before stepping on the gas pedal.

“This year we've seen a tragic spike in fatalities and far too many of them have involved reckless behavior on the part of drivers. And we've seen in some of those fatalities after the driver gets out of the car and they see what's happen, they fall to the ground and grief,” DOT Commissioner Polly Trottenberg said. “I think none of us wanna be that person.”

The new campaign involves placing billboards up around the city showing a driver grieving after a fatal accident asking, “Was it worth it?”

“We worry first about, obviously, the victims but we also wanna just reinforce that message. Don't be that person falling to the ground in grief,” Trottenberg explains of the ad campaign.

Vision Zero Ad Campaign
Rich Lamb/WCBS 880

The DOT advises driving at reduced speeds during the winter months, when there’s significantly less daylight time.

The department also says drivers should exercise caution during the holidays when more pedestrians are flocking to the city for seasonal activities.