USDOT launches new crossing safety ad

Written by Kyra Senese, Managing Editor
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USDOT

The U.S. Department of Transportation (USDOT) has launched a new campaign to remind drivers to practice caution at railroad crossings.  

The “Stop! Trains Can’t” advertisement aims its message primarily at young male motorists, who are reportedly involved in nearly 75 percent of all railroad crossing accidents. Officials say the media buy is the latest initiative in a two-year USDOT effort to minimize the occurrence of accidents at railroad crossings nationwide. The National Highway Traffic Safety Administration (NHTSA) and the Federal Railroad Administration (FRA) have partnered in the national effort, as well.

“The message is simple: Ignoring railroad crossing signs or attempting to race or beat a train can have deadly consequences,” said U.S. Transportation Secretary Anthony Foxx. “Hundreds of lives could be saved each year by simply following the rules.”

Representatives say the $7 million campaign will focus on reaching males aged 18–49 in the states that are home to the country’s 15 most dangerous crossings, as well as in states where 75 percent of the crossing accidents in 2015 occurred.

The USDOT says while rail-related accidents have decreased throughout the past decade, fatalities related to crossing incidents jumped in 2014. The department noted that 232 people died in railroad crossing accidents just last year, and a train still collides with a person or vehicle about every three hours in the U.S.

“Your life is worth more than a few saved minutes, and trying to outrun a train isn’t worth the risk,” said NHTSA Administrator Mark Rosekind. “When a train is coming, the only choice is to stop. Trains can’t.”

The department emphasized the need for motorists to understand that freight trains traveling at 55 mph require at least a mile to stop after engaging the emergency brakes and cannot swerve, stop abruptly or change directions to avert collisions.

“Education is key here—sometimes a driver is distracted, or in an unfamiliar area. Other times, the state highway department has not done enough to warn drivers they are approaching a crossing,” said FRA Administrator Sarah E. Feinberg. “We must do everything we can to give drivers the information they need to keep themselves and their families safe—and this ad helps us do just that.”

USDOT’s advertisement will be featured heavily in the following states: California, Illinois, Texas, Louisiana, Indiana, Ohio, Florida, Georgia, Missouri, New York, North Carolina, South Carolina, Kentucky, Alabama, Pennsylvania, Tennessee, Mississippi, New Jersey, Arkansas and Arizona.

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