MTA Launches New Anti-Subway Surfing Ad Campaign

NEW YORK CITY — A new ad campaign from the Metropolitan Transportation Authority aims to help curb subway surfing deaths in the city, officials said.

The new campaign titled “Ride Inside, Stay Alive” was launched on Wednesday with the help of Queens-born professional BMX bike rider Nigel Sylvester, NYC Public Schools and the city's Department of Youth and Community Development.

“Through this campaign, young New Yorkers will hear directly from peers and role models about the extreme dangers of subway surfing and the message is clear: ride inside and stay alive,” Gov. Kathy Hochul said in a statement.

The new campaign features illustrated comics telling the stories of characters whose lives have been affected by subway surfing.

Sylvester serves as the campaign’s ambassador and a positive role model for kids looking for safer, thrilling alternatives to dangerous behavior.

In addition to the comics, Sylvester and a group of students from high schools throughout the city recorded announcements explaining the dangers of riding outside of trains.

Eight announcements, recorded in both English and Spanish, will be heard throughout the transit system beginning this week, officials said.

The campaign follows several kids who face the choice of whether they will subway surf. Comic book panels depict each character at school, at home, and with friends. Later installments shift focus to the circle of people who are affected by the characters’ decisions, including their parents, friends, and EMS and MTA employees. Sylvester’s image appears at the bottom of every strip next to the campaign’s slogan and overarching message.

“As a proud native of Queens, I’m both honored and motivated to partner with the MTA and NYC Public Schools to raise awareness about the dangers of subway surfing—an issue that has deeply affected communities across our beloved New York City," Sylvester said. "BMX riding gave me a powerful outlet to express my creativity and dedicate myself to something meaningful. That passion ultimately led to my success as a professional athlete. I hope to inspire the next generation to explore sports like BMX as a way to grow, build discipline, and unlock their full potential.”

So far this year, one person has died from subway surfing. Last year, six people died from subway surfing.