Courtesy/NMDOT
NMDOT News:
SANTA FE — For more than 11 years, the New Mexico Department of Transportation’s (NMDOT) Traffic Safety Division (NMDOT-TSD) has kicked off the summer with a new ENDWI campaign to coincide with statewide law enforcement traffic initiatives.
ENDWI campaigns always have the same undertone: “If you drink, don’t drive,” but it’s the creative delivery that changes every year. The summer 2022 concept created by local advertising agency RK Venture celebrates music, dancing, friends, fun and poolside parties during the warmer, longer days of summer with the reminder to get home safely. The campaign will include television, radio, billboard, digital advertising, and social media promotions.
“Year after year, the premise of the ENDWI campaign is to promote designated drivers, safe rides and responsible alcohol consumption no matter how it’s presented,” Acting Transportation Secretary Justin Reese said. “We are not saying New Mexicans can’t have fun or should avoid parties and alcohol. We are saying be smart about it. Don’t put yourself or others at risk for crashes, injuries, arrest, or death.”
NMDOT held an in-person news conference at 10 a.m. Monday, June 27 inside the NMDOT District 3 auditorium. Guests viewed the new commercial spots, kicked off summer enforcement, promoted a safe ride program and get a sneak peak of a new traffic safety campaign launching in July.
Speakers included NMDOT Traffic Safety Director Jeff Barela and Vice President Marketing Director of Cumulus Media Albuquerque. Representatives from the Albuquerque Police Department (APD), Bernalillo County Sheriff’s Office (BCSO), Mothers Against Drunk Driving (MADD), and Safer New Mexico Now were also in attendance.
During the annual news conference we also kick off the ‘100 Days and Nights of Summer.’ A campaign which encourages law enforcement to conduct checkpoints and saturation patrols during a 100-day period from June through September. According to the NMDOT-TSD, the warmer months tend to yield more drunk driving, speeding and seat belt violations than other months. July is one of the highest months for alcohol related crashes and fatalities.
In 2019, 149 people were killed in alcohol-related crashes in New Mexico which made up 40 percent of total fatal crashes. That same year, 1,466 people were injured in alcohol-involved crashes. There were 10,376 DWI arrests.
In 2017, the NMDOT-TSD partnered with Cumulus radio, Bernalillo County Behavioral Health Services, City of Albuquerque Family and Community Services, UBER, and private sponsors to create the ‘Take a Ride on Us’ program which to date has provided 21,395 safe rides home to New Mexicans living in the Albuquerque metro area who choose not to drink and drive.
Ready for download Today, June 27, an Uber code offering 1000 rides will be available during the 4th of July holiday weekend.
Participants will receive $10 off rides, two rides per person beginning at noon Friday, July 1 through 3 a.m. Tuesday, July 5 using the code: LIBERTY22. Tips are not included, and refunds are not provided for trips costing less than the $10 credit. The code is not valid for use with Uber Eats.
