Pedestrian Shaming Is the Wrong Way to Vision Zero

Alissa Walker pens a missive against "misguided" attempts to prevent traffic deaths by "shaming" pedestrians. The most recent example of pedestrian shaming comes, according to Walker, from the "Your Choices Matter" campaign, launched recently by New York City's Vision Zero initiative.

Every year, cities see a spike in traffic deaths when it gets dark earlier, so NYC’s DOT has planned a week of awareness pegged to the end of Daylight Saving Time, telling people they should be more careful after the sun goes down. To get the word out, “street teams” are handing out flyers at dangerous intersections around New York City, buses and billboards will host ads, and radio spots will air during the evening commute. All at a cost of about $1.5 million.

Walker argues that the problem with the "Your Choices Matter" campaign and others like it is that they "[blame] pedestrians for engaging in some kind of risky behavior" instead of addressing the real problem: "More drivers are driving more cars than ever through poorly designed city streets."

Walker offers some specific ideas on how the campaign could shift the message, and also finds and example of similar campaign in Pittsburgh that employed a person dressed as the Grim Reaper warning pedestrians to walk safely.