NEW YORK (1010 WINS/WCBS 880) -- Videos and posters in every subway station and messaging distributed in schools will warn against subway surfing—part of a new campaign to stop teens from engaging in the dangerous stunt.
Five young people have died so far this year riding on the outside of trains, prompting the campaign, "Subway Surfing Kills - Ride Inside, Stay Alive."
Mayor Eric Adams joined MTA Chair Janno Lieber, NYCT President Richard Davey, Schools Chancellor David Banks and other officials at the 33rd Street–Rawson Street station in Sunnyside on Monday to announce the new initiative ahead of an expected uptick in incidents when school resumes Thursday.
A 14-year-old from Brooklyn died on June 29 after he fell while attempting to ride a 7 train between 33rd Street and Queensboro Plaza.
According to the MTA, the elevated 7 line is a hotbed for subway surfing, with the most incidents in the transit system.
"We have to be clear on this," the mayor said. "These are our children. And we need to protect them in any way possible. These are young New Yorkers with promising futures that are tragically cut short because of just a prank."
The campaign takes a "peer to peer" approach, with students creating messages directed at fellow teens engaged in the risky behavior.
"Anyone that understands fixing the problem knows you can't fix the problem by being an outsider," Adams said. "You must go to those who understand their peers. And that's what we did."
A group of middle school and high school students from the Academy of American Studies in Queens, the High School of Art and Design in Manhattan, I.S. 318 in Brooklyn, and DYCD summer programs recorded PSAs in English and Spanish.
Officials are looking to get the message out as schools starts since MTA data shows subway surfing occurs predominantly after school during the warmer months.
The campaign also includes digital signage, posters and banners at stations, as well as physical palm cards distributed at schools and stations, and "school swag" like planners, pens, notepads and sticky notes, officials said.
Social media companies have been taking down videos of subway surfing at the request of the city, removing more than 3,000 videos and photos since the spring. The companies are also posting the campaign on their platforms, including TikTok, Instagram and YouTube.
Additionally, the NYPD has deployed officers at stations where subway surfing has been known to take place and has made home visits with young people who are known to subway surf to warn them of the dangers.