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The New York City Department of Transportation has launched a new Vision Zero campaign called 'Rewind' to reduce dangerous driving behaviors. Announced by DOT Commissioner Ydanis Rodriguez on Monday, the campaign uses powerful ads to convey the message that "One Choice Can Change Everything. You Can’t Rewind a Crash." The ads depict scenarios where drivers make reckless decisions, leading to tragic outcomes that cannot be undone.
The 'Rewind' campaign aims to reach a wide audience, with ads running on TV, radio, print, and digital platforms. The campaign will also feature ads at Madison Square Garden, Barclays Center, and various public spaces across New York City. In a bid to connect with diverse communities, the ads will be available in 12 languages, including Arabic, Bengali, and Spanish.
The campaign is part of NYC DOT's ongoing efforts to enhance road safety through education, enforcement, and engineering. Traffic deaths in New York City have decreased by 18 percent in the first nine months of 2025 compared to the same period last year. The 'Rewind' campaign is a component of NYC DOT's $272 million Vision Zero budget and its $5 billion 10-year capital plan.
NYC DOT's initiative has received support from various city officials and organizations. Brooklyn Borough President Antonio Reynoso emphasized the importance of reaching at-risk communities, while Ben Furnas, executive director of Transportation Alternatives, highlighted the preventable nature of traffic deaths. Ken Podziba, CEO of Bike New York, praised the campaign for addressing the life-or-death responsibility of drivers.
The campaign seeks to change driving culture in New York City, encouraging drivers to slow down, yield the right of way, and make safer choices on the road.
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