Virginia has begun a $500,000 radio advertising campaign to scare drinkers into turning over the car keys to a sober friend.
The quirky, pop-culture ads target the most common offenders–men ages 21 to 25. That group is the most resistant to public-awareness campaigns, officials told the Richmond Times-Dispatch.
Meanwhile, the Associated Press reported Virginia police have begun a long-term program of intensified weekly dragnets for inebriated motorists, particularly serial drunken drivers and those extraordinarily drunk.
The offensive is the sort of crackdown usually reserved for major travel holidays. Officials hope to reverse a climb in car crashes tied to drinking.
Virginia’s 375 traffic fatalities related to drunken driving in 2002 were the highest since 1994, and up from 358 in 2001.