MTA, OLI team up to promote crossing safety

Written by Jenifer Nunez, assistant editor
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MTA Chairman and CEO Thomas F. Prendergast speaks at press conference with Operation Lifesaver President and CEO Joyce Rose where the MTA and Operation Lifesaver officially forged a partnership that includes railroad crossing safety initiatives.
Metropolitan Transporation Authority / Patrick Cashin

The Metropolitan Transportation Authority (MTA) and Operation Lifesaver, Inc., formed a partnership to promote safety at Metro-North Railroad and Long Island Rail Road crossings.

The partnership’s first ad campaign started June 18. The MTA also launched a new safety-focused section of its website, web.mta.info/safety and social media hashtag #MTASafety.

 The two organizations officially forged their partnership when a Memorandum of Understanding outlining resource sharing arrangements was signed by MTA Chairman and Chief Executive Officer Thomas Prendergast and Operation Lifesaver President and CEO Joyce Rose. The ad campaign being launched allows the two organizations to benefit from Operation Lifesaver’s expertise in public safety messages and education and the MTA’s advertising style already familiar to New Yorkers through the “Courtesy Counts” ad campaign.

“The best way to prevent needless tragedies at railroad crossings is to observe the so-called Three E’s of crossing safety: education, engineering and enforcement,” Prendergast said. “The MTA police and local jurisdictions throughout our region have done tremendous work stepping up enforcement and our railroads are in continuous discussions with DOTs and our partner communities to improve engineering. Today, we enter a new phase of our successful partnership built around education. By joining forces in this way, the MTA will have direct access to Operation Lifesaver’s best-in-class educational programs and materials.”

“We are committed to reducing collisions, deaths and injuries at grade crossings and near railroad tracks and look forward to working closely with MTA in these efforts,” Rose said. “Our new partnership with MTA is a great opportunity for both organizations to build on past safety efforts and create initiatives that will reverse the recent increase in rail crossing collisions and deaths. Together, we can help empower the people of New York to keep themselves safe.”

The advertising campaign includes five outdoor sign advertisements and three videos that share consistent visual elements to promote the safety message. The ads use tag lines, such as “Isn’t Your Life Worth the Wait?,” “Don’t Shortcut Your Life,” and “Wait for the Gate.”

 

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