Working closely with the New York City Department of Transportation, we photographed and interviewed survivors willing to share their family’s tragic stories – in an effort to drive awareness of the impacts of reckless driving.

Our “Reckless Driving Kills” campaign utilized print, digital, video and several out-of-home placements across New York City – to highlight the devastation that drivers who speed, fail to yield to pedestrians in the crosswalk or drive distracted, wreak on families.

While developing the campaign, we crafted the foundation message “Your choices matter.” in order to assign personal responsibility for your actions and spotlight the better choices we can make. This message became the underlining strapline for NYC’S Vision Zero Initiative Marketing Campaign.

 // Production Partners Include //
Jon Hoeg Video

Agency  /  Burson-Marsteller