CDOT Launches “A Few Can Still Be Dangerous” Campaign
STATEWIDE — Thanks to effective education and enforcement, most Coloradans recognize that when they drink they should not get behind the wheel. However, research has shown that the group most at risk of driving impaired, 21- to 35-year-old males, do not think a few drinks can impair their ability to drive. This key insight is the foundation for CDOT’s new summer DUI awareness campaign — “A Few Can Still Be Dangerous.”
“A Few Can Still Be Dangerous” serves as an important reminder that even if an individual has only had a few drinks, it doesn’t mean it’s safe to drive. The campaign features two 30-second commercials using humor to engage the target audience. The commercials feature dangerous scenarios in which people ignore the hazards around them, such as tarantulas on the loose or children playing with chainsaws. Similar to drinking and driving, the commercials remind viewers that even a few of some things can be dangerous, including alcoholic drinks. Through humor, the ads engage the audience and keep this very important message top of mind. Airing on cable TV and online pre-roll throughout the state, the commercials are supported by statewide 30-second radio spots and bar posters, as well as out-of-home creative in the Denver, Colorado Springs and Fort Collins metro areas.
“With the availability of cabs and ride-hailing apps like Lyft and Uber, most people know how to get home safely after drinking,” said Sam Cole, Safety Communications Manager at CDOT. “Unfortunately some people will go out for a few drinks and not recognize they are above the legal limit to drive; so this campaign targets those that think they’re ok after only a few.”
To download the commercials and other campaign creative, see: bit.ly/cdot2015dui
Or you can view the commercials on YouTube at:
https://www.youtube.com/
https://www.youtube.com/
The launch of the campaign coincides with the 2015 Labor Day DUI enforcement period running Friday, August 21, through Tuesday, September 8. The Colorado State Patrol (CSP) and local law enforcement agencies throughout the state conduct increased DUI patrols. The enforcement period is part of CDOT’s The Heat Is On campaign.
In 2014, the Labor Day DUI enforcement resulted in 1,102 statewide arrests from 95 participating law enforcement agencies. In 2014, there were 165 DUI related fatalities, according to preliminary data.
“Every impaired driving crash, each death and each injury not only impacts the people involved in the crash, but also leaves family, friends, classmates and coworkers victimized and heartbroken,” said Fran Lanzer, State Executive Director at Mothers Against Drunk Driving (MADD). “We support CDOT’s initiatives to prevent impaired driving and will continue to work with them on their efforts.”
“Our goal is to keep the roads safe, no matter the time of year,” said Col. Scott Hernandez, Chief of the Colorado State Patrol. “Even though the summer-long Checkpoint Colorado DUI patrols are winding down, the Labor Day enforcement is a reminder to motorists statewide that we will remain vigilant in our efforts to arrest impaired drivers.
The CDOT Highway Safety Office provides funding to Colorado law enforcement for impaired driving enforcement, education and awareness campaigns.
The Heat Is On campaign runs throughout the year with 12 specific high visibility impaired driving enforcement periods centered on national holidays and large public events. Enforcement periods can include sobriety checkpoints, saturation patrols and additional law enforcement on duty dedicated to impaired driving enforcement. More details about the campaign, including impaired driving enforcement plans, arrest totals and safety tips can be found at HeatIsOnColorado.com.
