NEW YORK (WCBS 880) – As summer approaches and more bicyclists get on the road, the city unveiled a series of bike safety ads that have people talking.

The new campaign called “Don’t Be A Jerk” was put out by the Department of Transportation as part of the city’s Bike Smart initiative.

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One of the ads features celebrity chef Mario Batali, in his signature orange Crocs, demonstrating what not to do by riding the wrong way down a bike lane.

WCBS 880’s Marla Diamond reports: City Rolls Out New Bike Safety Ads

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Nancy Gruskin made bike safety her mission after her husband Stuart was killed as he stepped off a curb by a delivery man riding the wrong way.

“I do think these campaigns help because it gets it into the minds of people who might not be thinking about it otherwise,” she told WCBS 880’s Marla Diamond. “You need these campaigns coupled with safety and enforcement.”

Along with the ads and increased enforcement, the city is asking cyclists to take responsibility with a bike smart pledge.

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What do you think of the new campaign? Tell us in our comments section…