Overview
- The rollout spans TV, radio, streaming, social media, buses, billboards, LinkNYC kiosks, and venues such as Madison Square Garden and Barclays Center.
- The $3 million campaign runs in 12 languages and zeroes in on hard‑to‑reach audiences, especially men who are overrepresented in serious crashes.
- Ads carry the message “One Choice Can Change Everything. You can’t rewind a crash,” using rewind sequences to stress that real collisions cannot be undone.
- Officials report traffic deaths are down 18% year over year through Nov. 12 and 25% below the 2013 baseline preceding Vision Zero.
- The effort replaces a 2022 ad buy and drew early praise from elected officials and advocacy groups, while Streetsblog criticized the production as overly slick and published an alternative ad.