Colorado’s law enforcement agencies typically step up their patrols for drunk driving over Labor Day weekend – and for good reason. According to preliminary data, in 2014 there were 165 DUI-related fatalities in Colorado. By the National Highway Traffic Safety Administration’s records, in 2013, nearly half of the 424 crash fatalities nationwide over Labor Day weekend alone involved drivers who had consumed alcohol before getting behind the wheel.
CDOT needed to create a high-visibility campaign to raise awareness about the dangers of drunk driving, and the fact that there are simple solutions to avoid driving impaired and getting a DUI.
CIG recommended a series of interactive public awareness events, integrated seamlessly into downtown festivities over the holiday weekend. Tangible partnerships, in the form of Alcohoot smartphone breathalyzer and Uber ride credit giveaways, and media outreach ensured that campaign messages extended beyond those directly participating and the relatively short holiday weekend timeline.