NYC DOT Unveils ‘Rewind,’ a New Vision Zero Public Awareness Campaign to Reduce Dangerous Driving

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IMMEDIATE RELEASE November 17, 2025  Contact: (212) 839-4850, [email protected]

NYC DOT Unveils 'Rewind,' a New Vision Zero Public Awareness Campaign to Reduce Dangerous Driving

Advertising material for NYC DOT's new 'Rewind' public awareness campaign, which includes print, television, and radio advertisements. Credit: NYC DOT

NEW YORK - New York City Department of Transportation (NYC DOT) Commissioner Ydanis Rodriguez today announced the launch of 'Rewind,' a multi-platform and multilingual Vision Zero public awareness campaign to help curb dangerous driving behaviors. The powerful new ads feature the tagline: "One Choice Can Change Everything. You Can't Rewind a Crash." The ads show individuals choosing to engage in dangerous driving behavior that result in deadly consequences that then rewind, stressing that in real life you can't rewind a crash. The primary TV ad features a speeding driver who elects to run a red light, crashing into a mother and her young child as they step into a crosswalk.

"Crashes often are a result of a small decision that end with life altering consequences for everyone involved-and these powerful new Vision Zero advertisements remind drivers that one choice can change everything - you can't rewind a crash," said NYC DOT Commissioner Ydanis Rodriguez. "Beginning today, these ads will allow New Yorkers to see for themselves the horrible aftermath of dangerous driving-and seek to motivate New Yorkers to make safer driving choices to help prevent crashes before they occur."

"Behind every traffic crash is a family, a community, and a story that can't be reversed," said DCAS Commissioner Louis A. Molina. "DOT's new Rewind campaign confronts that reality head-on, reminding New Yorkers that safety begins with each of us. At DCAS, we're committed to supporting fleet safety, protecting our workforce, and advancing Vision Zero alongside our agency partners. We commend DOT for this vital effort to reduce dangerous driving and save lives."

The campaign, which launches with an initial investment of $3 million, is designed to connect critical messaging to newer audiences, including harder-to-reach demographic groups -- among them, male drivers. According to the National Highway Traffic Safety Administration (NHTSA), male drivers are 37 percent more likely than females to be behind the wheel in serious motor vehicle crashes. In addition to airing across TV, radio, print, and digital media platforms, ads will be featured at Madison Square Garden (for New York Knicks and Rangers games) and Barclays Center (for Brooklyn Nets games), and content will appear through a variety of media-including billboards, buses and bus shelters, LinkNYC kiosks, gas station pumps, and other platforms. Print materials will also be distributed the NYC DOT's Safety Education team and at a wide variety of public events.

Ads will run in 12 different languages: Arabic, Bengali, Cantonese, Mandarin, English, Korean Haitian Creole, Polish, Urdu, Russian, Spanish, and Yiddish.

NYC DOT is working to reduce traffic deaths holistically through Vision Zero education, enforcement, and street engineering. Traffic deaths are near-record lows through the first three quarters of 2025, with traffic deaths down 18 percent compared to the first nine months of last year. The Adams administration has worked to both expand the city's speed and red-light camera programs while delivering record numbers of new pedestrian space and protected bike lanes. The campaign is one piece of NYC DOT's $272 million Vision Zero expense budget for the current fiscal year and the agency's $5 billion 10-year capital plan for Vision Zero-related projects.

"The 'Rewind' campaign reminds New Yorkers of a harsh truth: one reckless decision behind the wheel can take a life in seconds," said Brooklyn Borough President Antonio Reynoso. "I thank NYC DOT for investing in Vision Zero education that reaches people where they are and speaks directly to the communities most at risk. Efforts like this help move us closer to the safety and security every family deserves."

"Reckless driving kills - and we're committed to doing everything in our power to stop these crashes before they happen," said Ben Furnas, executive director of Transportation Alternatives. "Every year, 250 New Yorkers are killed in a traffic crash, and every one of these deaths is preventable. We look forward to working with DOT in the fight for the safe streets, intersections, and sidewalks New Yorkers deserve."

"This powerful, multilingual campaign sends an unmistakable message: one reckless decision can take a life, and there is no rewinding a crash," said Ken Podziba, CEO of Bike New York. "Cyclists and pedestrians face the consequences of dangerous driving every day, and far too many New Yorkers have paid the ultimate price. Drivers hold a life-or-death responsibility - and that reality must guide their behavior every time they're behind the wheel. We commend Commissioner Rodriguez and the Adams administration for taking bold action to confront reckless driving and for their unwavering commitment to making our streets truly safe for everyone."

"Dangerous driving is sadly ubiquitous in New York City and across the country: recent AAA research found that 96 percent of people admit to engaging in some level of aggressive driving behavior. We applaud NYC DOT for making it clear to drivers that momentary actions behind the wheel can have lifelong consequences," said Alec Slatky, managing director of public and government affairs for AAA Northeast. "But an aggressive driving culture doesn't need to be a fact of life. If bad driving is contagious, good driving can be too: slow down, yield the right of way to other road users, and set an example for your neighbors."