Thousands of free taxi, livery cab and transit rides as part of “You the Man” campaign highlighting responsible planning, celebrating the city’s designated driver.
New York City Department of Transportation (DOT) Commissioner Janette Sadik-Khan, Police Commissioner Raymond W. Kelly and Taxi and Limousine Commissioner David Yassky today announced that thousands of free taxi, livery and public transit rides home will be given away this holiday season to encourage New Yorkers to be safe and plan ahead with a designated driver. The City is working with entertainment and music mogul Sean "Diddy" Combs, who leads all marketing initiatives for CÎROC Ultra Premium Vodka, to help promote the use of designated drivers as a responsible part of holiday celebrations. A representative from CÎROC joined the Commissioners to announce the giveaway of free debit cards valued at $25 apiece for New Yorkers to use in taxis or at MetroCard or other transit-ticket machines this season, encouraging revelers to plan for a designated driver—be that a cab driver, a friend or a subway conductor. The giveaway is part of the City's ongoing efforts to curb drinking and driving, reduce traffic crashes and make the city's streets even safer, and is part of a growing list of resources available through YouTheManNYC.org, DOT's campaign aimed at reducing drunk driving in New York City.
READY366 developed the Holiday campaign, which comes from the original campaign launched earlier in the year. "You the Man", a social-marketing campaign, targets men ages 21-39, who statistics show are most likely to get into a DWI-related crash or accept a ride from an intoxicated driver. This public education campaign relies on peer-to-peer language to celebrate designated drivers and in its latest iteration uses humorous winter holiday scenarios to remind New Yorkers that the City has more than 13,000 built-in designated drivers—cab drivers—in addition to subway conductors and bus drivers. The new ads will run now through the New Year online and on the radio as well as outdoors on billboards, on posters and on taxi tops. The campaign features a Web site, www.youthemannyc.org, and a new free iPhone app, which uses GPS to help users find the closest subway stops and livery car services.
"We’re thrilled to see how the original campaign can stretch and be relevant during key drinking events, such as the extended Holiday period", says Susan Palombo, Managing Director of READY366.