How a simple sticker is reducing the number of doorings in New York

Sticker to look out for cyclists which is placed in the window of a taxi

In New York City, the Department of Transportation (the equivalent of our TfL) has unveiled a new initiative aiming to reduce the number of doorings. This is when a driver or passenger opens their door in the way of a cyclist. Something that here in the UK, is illegal.

Part of the campaign involves 26,000 stickers, that are to be placed on the windows and doors of the city’s 13,000 cabs that roam New York City. The theory being, this is the perfect moment to remind people to check for passing cyclists.

This will be coupled with the below advert that will be shown on the screens inside taxi’s.

The city has recorded seven deaths because of dooring incidents over the past five years.

This new initiative is part of a wider campaign using the Look logo where the two O’s show a pair of eyes. These have also been placed on dangerous crossings. According to the Department of Transports data, 57% of traffic fatalities involve pedestrians.

There’s no doubting the campaign is a good initiative to change road users behaviour. However, I’m sure most cycle campaigners would prefer announcements of new segregated cycle lanes, that keep cyclists safe from traffic in the first place.

stunt-cyclist-do-not-attempt

If you blink you’ll miss it but in the bottom corner of the advert it says: “Stunt cyclist, do not attempt”. I find it hilarious that they would think someone would watch this advert and then attempt exactly that.

See also: TfL’s cycling advertising

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As seen on The Guardian, BBC and The Independent.

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One Response to How a simple sticker is reducing the number of doorings in New York

  1. barton 01/10/2012 at 2:12 pm #

    “If you blink you’ll miss it but in the bottom corner of the advert it says: “Stunt cyclist, do not attempt”. I find it hilarious that they would think someone would watch this advert and then attempt exactly that.”

    Even the car advertisements over here say something similar: Professional driver on closed course. Do not attempt. Heck, if there is a car driving during a beer commercial, the same sort of thing is added. It’s just our sue-happy culture gone a bit wacky.

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