New York employs shock tactics to get driver's (and cyclists') attention
New York safety campaign uses shock tactic to raise driver and cyclist awareness

New York City's Department of Transportation has released the first in a series of safety ads in a campaign called 'Look' aimed at cutting the number of preventable accidents on the cities streets involving cars and bikes. 

(Watch the TV ad below)

The campaign features posters and TV and radio ads. Like TFL's driver awareness campaign this one focuses on getting road users to be more in tune with their surroundings - the difference here is that the New York ad goes for a more hard hitting approach and future ads will also target cyclists' behaviour too both in relation to drivers and obeying the rules of the road and to cyclists' attitudes to pedestrians.

Here's what the New York City Department of Transportation has to say on the subject of its new campaign and why it sees the need for it.

"Bicycle safety is a serious issue. Over 3,000 cyclists are involved in a crash every year - from getting doored to actually crashing with the vehicle. Over two million New Yorkers have bikes, only a small portion bike to work.

Most of these collisions are caused by preventable behaviors of drivers and cyclists: aggression on the streets, not paying attention, taking risks, and disobeying traffic rules. We believe that there are no accidents, and that all collisions are preventable if we just look out for each other.

Its our goal to prevent these collisions by changing the behavior of both drivers and cyclists. To do so, we must educate both cyclists and drivers on the rules of the road. In addition to a huge effort to disseminate helpful information to cyclists and drivers, we are embarking on a media campaign that will infiltrate the City with a simple message to drivers and cyclists: Look"




Plucked from the obscurity of his London commute back in the mid-Nineties to live in Bath and edit bike mags our man made the jump to the interweb back in 2006 as launch editor of a large cycling website somewhat confusingly named after a piece of navigational equipment. He came up with the idea for road.cc mainly to avoid being told what to do… Oh dear, issues there then. Tony tries to ride his bike every day and if he doesn't he gets grumpy, he likes carbon, but owns steel, and wants titanium. When not on his bike or eating cake Tony spends his time looking for new ways to annoy the road.cc team. He's remarkably good at it.


SimpleSimon [112 posts] 6 years ago

Simple but hopefully effective. How many times has a driver (often on a mobile phone) said to you "sorry but I didn't see you" ?
Awareness is everything

Aushiker [6 posts] 6 years ago


I think it is great that they are promoting my bike .... B)

Oh, it is a Look  1

On a serious note, great to see this sort of promotion. Reminds me of the campign a few years back here in Australia which was, Look Right, Look Left, Look Bike. It was in relation to motorbikes but the same applies to bicycles of course.


Jon Burrage [998 posts] 6 years ago

Yes here in the UK there is a lot of coverage given to a 'think bike' campaign which is wholly about motorcyclists, a similar campaign for cyclists would be useful

wild man [297 posts] 6 years ago

Looks like Banksy has been out customising their cycle lanes  1 An arresting campaign, but never underestimate some people's capacity to ignore the message behind striking images- I have a friend who smokes and is aiming to collect every different picture of diseased organs on the front of cigarette packets.

OldRidgeback [2539 posts] 6 years ago

Some good ideas there.

grant [75 posts] 6 years ago

Good stuff, we need something like that here.