The Drive Sober or Get Pulled Over Campaign is a partnership among the Alabama governor’s office, the Alabama Department of Economic and Community Affairs, the Alabama Department of Public Safety, the National Highway Traffic Safety Administration, the Regional Community Traffic Safety Programs, and municipal and county law enforcement agencies.
This campaign focused on the importance of not drinking and driving and involved a strong media and enforcement blitz focused on the Labor Day Holiday weekend.
Alabama Department of Commerce (ADC) implemented the Labor Day 2014 “Drive Sober or Get Pulled Over” State Media Plan. The plan and actions taken were consistent with the campaign content: The mission was to produce and direct a statewide multimedia campaign – a comprehensive, high visibility initiative of the national enforcement mobilization, a partnership of criminal justice and traffic safety partners.
The campaign is designed to increase awareness that sobriety checkpoints, saturation patrols, undercover officers and concerned citizens will conduct massive enforcement efforts, usually involving multiple agencies that target specific areas to identify and arrest impaired drivers. The media campaign ran May through August.
CAPS assisted in the “Drive Sober or Get Pulled Over” campaign. A telephone survey was conducted from a representative portion of the state in order to determine whether or not the media campaign was a success. The data collection was performed as soon as the enforcement period ended. A total of 500 qualified Alabama driver residents were randomly sampled using a combination of landlines and cell phone exchanges.
The overwhelming majority of drivers (77%) had seen or heard messages encouraging people to avoid drinking and driving only 23% said they had not. Of those who had seen a message, 59% saw the message on TV, while 16% heard it on the radio. 18% of respondents saw a billboard or sign and 4% read it in the newspaper. The majority of TV and radio messages (59%) were from commercials/advertisements and 27% were public service announcement.
Some drivers (36%) had seen or heard of special efforts by the police to reduce drinking and driving. Most respondents (56%) had seen the special effort by police on TV while 12% saw it on billboards or signs and 12% heard of the efforts on the radio. Some drivers (17%) saw or heard news stories about law enforcement efforts. 47% saw or heard a commercial/advertisement and 36% saw or heard a public service announcement.
When questioned, 34% of the drivers said they had personally driven past or through a police checkpoint in the last 30 days.
There were 74% of respondents who could recall a slogan of an enforcement program(s) that is targeted at drinking and driving.