Drive like your family lives here ... because your choices matter.

(text from the YouTube video)

The “Your Choices Matter” campaign highlights the real and tragic results of traffic incidents. The imagery used in the campaign is vivid and attention-grabbing and ultimately helps the viewer understand the human cost of reckless behavior.

“While NYC DOT redesigned more streets than ever and NYPD increased traffic enforcement, bringing safer streets to the five boroughs is also the responsibility of drivers,” said DOT Commissioner Polly Trottenberg. “Drivers’ choices behind the wheel matter and these television advertisements will remind millions of people that their actions can have fatal consequences for New Yorkers and their families.”

While Vision Zero promotes safe practices for all street users, these ads specifically identify driver behaviors. Drivers' choices are key factors in 70 percent of pedestrian fatalities citywide.

In addition to television ads, the Spring 2015 launch of “Your Choices Matter” includes robust radio, newspaper, and online advertising as well as an extensive out-of-home media plan located along priority corridors and intersections throughout the five boroughs.

To learn more about the campaign, visit www.YourChoicesMatter.nyc.

For more information about Vision Zero, visit www.nyc.gov/visionzero.