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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