2013-dot-sustainable-streets-lowres
2013-dot-sustainable-streets-lowres 2013-dot-sustainable-streets-lowres
SAFETYPUBLIC CAMPAIGNS FOR TRAFFIC SAFETYBE THE MANNYCDOT complements its street design projects and safety–oriented technology and regulations with clear, hard–hitting safetyeducation campaigns. From traditional billboards to new appsand online portals, DOT has pioneered a variety of communicationmethods to explain the dangers of drunk driving, speeding anddistraction to a wide audience.Prior to 2007, the agency’s capacity for public communicationwas limited. In the past five years, DOT has developed robustcontracting capacity, funding streams, expertise to develop,review and select effective communications campaigns, includingassociated social media efforts to deliver a strong public messageon behalf of safer streets.DOT’s “You the Man”/“Be the Man”anti–drunk driving campaign usedresearch and focus group insightsto develop messages targetedtowards the New Yorkers mostlikely to drink and drive: young menages 21–39. This age group wasresponsible for 63% of alcoholrelated deaths in 2008. Thisaudience is aware that drinking anddriving is wrong, but has becomerelatively immune to traditionalgovernment warnings, and manystill fail to make a plan to get homesafely at the end of a night out.“Be the Man” lionizes the role ofthe designated driver from a peer–group point of view, and emphasizespractical steps to ensure a safeconclusion to a night out.Rather than launch traditionaltelevision ads, the campaignsought its audience via mediathat is present during nights out:smart–phones, radio spots, postersand coasters in bars and clubs andbeer cups at Staten Island Yankeesand Brooklyn Cyclones games.Promotions included an innovativephone app with a “find–a–ride” featureusing the phone’s GPS to identifythe closest Taxi and LimousineCommission–registered car servicesand subway stations and free–ride–home MetroCards and taxi couponsdistributed in a variety of holidayperiods and during March Madness.DOT tracking surveys showedthat Be the Man was reaching itstarget audience. DOT found that thecampaign was recognized more by21 to 35 year olds than by othergroups. One third of the 21–35group were aware of the campaign,with highest acknowledgement inStaten Island.Sustainable Streets: 2013 and Beyond51
SAFETYOne quarter of New Yorkers surveyedrecognized the 2012 LOOK! campaignLOOKLOOK is NYCDOT’s general trafficto children who work with DOTLOOK was launched in 2007 afterdon’t take out a cyclist’. Display adssafety rubric, urging New YorkersSafety Education.a multi–agency study found thatanticipating the launch of CitiBikethrough a variety of media toAt over 100 selected streetdriver and cyclist inattention wasreminded New Yorkers of thetake extra care to watch out forcorners, distinctive street markingsthe number one reason for bicyclecardinal traffic rules.each other on City streets. Thespell out “LOOK”, with eyes lookingand pedestrian crashes.Pop up LOOK smartphone ads onLOOK brand now has a widein the direction of oncoming traffic.LOOK returned to the theme ofdistracted driving in popular appsrange of applications, combiningStreet markings are reinforcedcycling safety in 2012. 26,000such as Words With Friends andinnovative street markings, taxiby ads created for TV, radio,eye–catching, orange–and–whiteNY Times mobilewindow decals, ads, and videosoutdoor, and internet that havewindow stickers reading “LOOK!Fully one quarter of New Yorkersto send a life–saving message,so far generated over 130 millionFor Cyclists” were made availableacknowledged the 2012 LOOKreminding New Yorkers to be alert,impressions. LOOK display adsto the city’s 13,000 yellow–taxicampaign in a fall survey.whether on foot, bike or behindhave appeared on telephonefleet. A video placed on Taxi TVthe wheel. 25,000 LOOK–themedkiosks, bus shelters, billboards andcalled on New Yorkers to “Takebackpacks have been distributedthe backs of NYC Transit buses.out their boss/Take out a date/But52Chapter 4: DOT’s Public Conversation on Street Safety
- Page 1 and 2: Sustainable Streets:2013 and Beyond
- Page 3 and 4: CONTENTS4 Letter from the Mayor5 Co
- Page 5 and 6: Letter from the MayorDear Friends:T
- Page 8: Introduction44acres red paintedbus
- Page 11 and 12: 10Safety
- Page 13 and 14: SAFETYSustainable Streets set the g
- Page 15 and 16: SAFETYchildren and the elderly. On
- Page 17 and 18: SAFETY16
- Page 19 and 20: SAFETYAt locations where major engi
- Page 21 and 22: SAFETY14%decrease in crashesafter S
- Page 23 and 24: SAFETY21%decrease in crashesafter D
- Page 25 and 26: SAFETY84%decrease in pedestrianinju
- Page 27 and 28: SAFETY“Interventions to make the
- Page 29 and 30: SAFETY73%decrease in risk ofserious
- Page 31 and 32: SAFETY36%decline in frequencyof inj
- Page 33 and 34: SAFETY32
- Page 35 and 36: SAFETYData and design analysis have
- Page 37 and 38: SAFETY36
- Page 39 and 40: SAFETY38
- Page 41 and 42: SAFETYSCHOOL SPEED ZONESTo compleme
- Page 43 and 44: SAFETYAs the number of red light ca
- Page 45 and 46: SAFETYDOT staff visited 4,000 busin
- Page 47 and 48: SAFETY46
- Page 49 and 50: SAFETY41%decrease in crashes atHarl
- Page 51: SAFETYFOURTH AVENUE, BROOKLYNReside
- Page 55 and 56: SAFETYCurbside Haikus generated a b
- Page 57 and 58: SAFETYThe DOT’s 5 Safety City fac
- Page 60 and 61: SAFETYLooking AheadNew York City mu
- Page 62 and 63: MOBILITYIntroduction44acres of pain
- Page 64 and 65: MOBILITYMOBILITYSustainable Streets
- Page 66 and 67: MOBILITYChapter 5Better Bus Service
- Page 68 and 69: MOBILITYMOBILITYSustainable Streets
- Page 70 and 71: MOBILITY10%increased ridershipon th
- Page 72 and 73: MOBILITYAdditional Bus Priority Pro
- Page 74 and 75: MOBILITYSustainable Streets: 2013 a
- Page 76 and 77: MOBILITYNYCDOT identified dozens of
- Page 78 and 79: MOBILITYREGULATING INTERCITY BUSEST
- Page 80 and 81: MOBILITYChapter 6A City of Rivers a
- Page 82 and 83: MOBILITYSTATEN ISLAND FERRYEAST RIV
- Page 84 and 85: MOBILITYChapter 7Streets for All:Im
- Page 86 and 87: MOBILITYIn corridors like Kent Aven
- Page 88 and 89: MOBILITYSustainable Streets: 2013 a
- Page 90 and 91: MOBILITYSustainable Streets: 2013 a
- Page 92 and 93: MOBILITYBUILDINGS THAT ALLOW ACCESS
- Page 94 and 95: MOBILITY5million trips in first150
- Page 96 and 97: MOBILITYSome CitiBikes are used doz
- Page 98 and 99: MOBILITY86%increase in wintercyclin
- Page 100 and 101: MOBILITYNYCDOT has found walking ra
SAFETYPUBLIC CAMPAIGNS FOR TRAFFIC SAFETYBE THE MANNYCDOT complements its street design projects and safety–oriented technology and regulations with clear, hard–hitting safetyeducation campaigns. From traditional billboards to new appsand online portals, DOT has pioneered a variety of communicationmethods to explain the dangers of drunk driving, speeding anddistraction to a wide audience.Prior to 2007, the agency’s capacity for public communicationwas limited. In the past five years, DOT has developed robustcontracting capacity, funding streams, expertise to develop,review and select effective communications campaigns, includingassociated social media efforts to deliver a strong public messageon behalf of safer <strong>streets</strong>.DOT’s “You the Man”/“Be the Man”anti–drunk driving campaign usedresearch and focus group insightsto develop messages targetedtowards the New Yorkers mostlikely to drink and drive: young menages 21–39. This age group wasresponsible for 63% of alcoholrelated deaths in 2008. Thisaudience is aware that drinking anddriving is wrong, but has becomerelatively immune to traditionalgovernment warnings, and manystill fail to make a plan to get homesafely at the end of a night out.“Be the Man” lionizes the role ofthe designated driver from a peer–group point of view, and emphasizespractical steps to ensure a safeconclusion to a night out.Rather than launch traditionaltelevision ads, the campaignsought its audience via mediathat is present during nights out:smart–phones, radio spots, postersand coasters in bars and clubs andbeer cups at Staten Island Yankeesand Brooklyn Cyclones games.Promotions included an innovativephone app with a “find–a–ride” featureusing the phone’s GPS to identifythe closest Taxi and LimousineCommission–registered car servicesand subway stations and free–ride–home MetroCards and taxi couponsdistributed in a variety of holidayperiods and during March Madness.DOT tracking surveys showedthat Be the Man was reaching itstarget audience. DOT found that thecampaign was recognized more by21 to 35 year olds than by othergroups. One third of the 21–35group were aware of the campaign,with highest acknowledgement inStaten Island.Sustainable Streets: <strong>2013</strong> and Beyond51
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