June 19, 2003

A two-week, statewide advertising campaign begins today, putting motorists on notice that an intensive drunk driving crackdown is just around the corner. The radio and television ads begin a week before the start of the You Drink & Drive. You Lose. national mobilization.

Federal traffic safety funds will pay for the $240,000 ad campaign in Michigan, targeting motorists most likely to drive drunk: young men. No state general fund money is being used to support this effort.

"It’s a challenge to reach those who are most likely to drive while impaired. That’s why advertising is essential," said Major Tim Yungfer, acting director of the Michigan Office of Highway Safety Planning. "To be successful, we pull together several elements, including enforcement, paid advertising and publicity."

To further awareness about the campaign, the U.S. Congress provided $11 million to the National Highway Traffic Safety Administration to produce and place national advertisements in English and Spanish to coincide with the crackdown. This is the first time the crackdown will be supported by a national advertising effort. The ads will run on national networks and programs primarily viewed by 18-34 year-old males, who are the demographic most likely to drive impaired. The national ads focus on the increased threat of arrest and the possibility of losing their car, license and money which research shows affects behavior change among this group.

The two-week national drunk driving mobilization runs June 27 through July 13 and will involve more than 500 Michigan law enforcement agencies that will make drunk driving enforcement a priority. Approximately 100 agencies, including Michigan State Police, in 19 counties are receiving federal funds for drunk driving overtime enforcement.

Counties where overtime enforcement will take place include: Bay, Berrien, Calhoun, Genesee, Grand Traverse, Ingham, Jackson, Kalamazoo, Kent, Livingston, Macomb, Marquette, Monroe, Oakland, Ottawa, Saginaw, St. Clair, Washtenaw and Wayne.

Historically, traffic fatalities over the Fourth of July and Labor Day holidays are the highest of the summer holidays. Last year, 30 people died over the four-day Fourth of July period, and 44 percent of those fatal crashes involved alcohol.

Read more press releases from the Michigan State Police.