NEW YORK (CBSNewYork) — New ads are debuting as part of the city’s “Vision Zero” campaign aimed to raise awareness of dangerous behavior on city roadways.

The first ad, called “Racer,” shows a driver and a young cyclist both heading out for a ride until the distracted driver collides with the child.

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A second ad will be released later in the week.

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The Department of Transportation said the ads are designed to illustrate the real-life impacts of high-risk driving choices.

“While NYC DOT redesigned more streets than ever and NYPD increased traffic enforcement, bringing safer streets to the five boroughs is also the responsibility of drivers,” said DOT Commissioner Polly Trottenberg. “Drivers’ choices behind the wheel matter and these television advertisements will remind millions of people that their actions can have fatal consequences for New Yorkers and their families.”

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“Vision Zero” is a plan to try to eliminate traffic fatalities in the city.