Dangerous driving choices are the primary or contributing factor in 70% of pedestrian fatalities. These fatalities are outside of the pedestrian’s control; the remaining 30% of the fatalities report a documented error by the pedestrian with no apparent error by the driver. In 53% of pedestrian fatalities where the factors are known, dangerous driver choices – such as inattention, speeding and failure to yield – are the main causes of the crash.

These pedestrian fatalities were a consequence of a driver’s conscious decision – a choice they willingly made.

To influence behavior change, the messaging hierarchy emphasized the consequences of hazardous driving choices in both words and in visuals.

The dire consequences of hazardous driving choices were depicted visually. The language focused on poor driving decisions, the consequences, a supporting fact, the right driver decision and reinforced the strap line “Your Choices Matter."

In the Spring of 2015, the Vision Zero marketing team launched an integrated multi-lingual campaign behind “Your Choices Matter” in earned, owned and paid media. The multi-platform public awareness campaign emphasized the serious consequences of hazardous driving choices on New York City streets.

In addition to extensive earned placements in print, broadcast and social, paid media was employed to include broadcast outlets such as radio, in-cinema, taxi TV, and, on a limited basis, television. Digital and out-of-home media was also used to sustain engagement and provide factual support for “Your Choices Matter." Sponsorship of local major league baseball teams, in-stadium and radio, supplemented and reinforced the messaging at launch and throughout the summer.

In neighborhoods with high crash incidences, hyper-targeted messaging delivered localized factual support via out-of-home and digital/mobile.

All “Your Choices Matter” messaging pointed to a microsite providing engaging factual and emotional support for the Vision Zero initiative.

Traffic fatalities down 22% – 68 fewer lives lost – since Vision Zero launched.

2015 had the fewest traffic fatalities in NYC history.

Quantitative Research among over 1,200 adult New Yorkers

Awareness

72 % recalled Vision Zero paid media

55% recalled Vision Zero Television spots

Message Comprehension

91% now believe it is their responsibility to yield to pedestrians in the crosswalk

79% identified driver behavior as the cause of fatal crashes

Behavior Shift

87% reported the advertising persuaded them to “Avoid texting while driving”

86% reported the advertising convinced them to “Pay more attention to pedestrians and cyclists while driving”

Attitudinal Shift

77% reported that they now “Expect more enforcement of traffic laws”

76% agreed the advertising made them “More supportive of new street designs to increase safety”

75% of non-drivers agreed the advertising made them “A more careful pedestrian”

Program Support

80% agreed Vision Zero is a valuable government program

Very rarely does one work on a campaign that measurably contributes to saving lives.

Under Mayor Bill de Blasio’s leadership, New York City committed to a simple idea: No level of death or serious injuries on City streets is acceptable.

The concept behind the “Your Choices Matter” campaign emphasized the serious consequences of hazardous driving choices.

Since its launch, there has been significant progress toward this goal. Overall traffic fatalities are down 22%, meaning 68 fewer lives lost.

Morover, 2015 had the fewest traffic fatalities in NYC history.

All metrics indicate that Vision Zero is off to a promising start.

Through paid, earned and owned media, a city-wide dialogue was sparked. An inter-government agency task force developed a robust communications strategy clearly identifying key audiences to engage and messaging that resonates.

To raise public education about safe behavior on City streets, 28 Vision Zero town halls and public workshops attracted standing-room-only crowds, where thousands of New Yorkers participated in a dialogue about safety. Using an interactive Vision Zero Input Map, the public submitted more than 10,000 comments concerning traffic safety.

Street teams engaged the public about safety and distributed tens of thousands of educational fliers to pedestrians and drivers with safety tips, addressing the most common causes of serious crashes.

While the initiative was created to change behavior of all New Yorkers – pedestrians, bicyclists and drivers – the initial audience focus was the driving demographic accounting for 80% of pedestrian injuries and fatalities: men between 30-50 years of age.

In 2014, approximately 4,000 New Yorkers were seriously injured and more than 250 individuals were killed in traffic crashes. Being struck by a vehicle was the leading cause of injury-related death for children under 14 and on average, vehicles seriously injured or killed a New Yorker every two hours. This status quo was unacceptable.

New York City no longer regarded crashes as mere "accidents," but rather as preventable incidents. No level of fatality was inevitable or acceptable. This Vision Zero Action Plan became the foundation for ending deaths and injuries on City streets. The City used every tool at its disposal.

With the action plan moving forward, the City made a commitment to improve street safety in every neighborhood – with expanded enforcement against dangerous moving violations, new street designs/configurations, public outreach/communications, and legislation increasing penalties for dangerous drivers and control over the safety of its streets.