Virginia’s long-standing “Drive Sober or Get Pulled Over” campaign has introduced a fresh message this holiday season with its new “What’s the Damage?” initiative. Now in its 23rd year, the campaign continues to combat impaired driving with high-visibility enforcement and public awareness efforts. Supported by the Virginia Department of Motor Vehicles (DMV) and led by the Washington Regional Alcohol Program (WRAP), the campaign aims to address the alarming rise in alcohol-related crashes, which claimed 293 lives in Virginia last year. This year’s outreach includes new TV and radio ads produced by Richmond-based agency Madison+Main, alongside a comprehensive social media strategy.

The “What’s the Damage?” campaign focuses on the costs of drunk driving—financial, legal, and personal—urging motorists to plan a safe ride home before drinking. Its messaging is backed by research showing that while most young Virginia drivers acknowledge the importance of planning for a safe ride, only about half consistently do so. Television ads will air across prominent networks and prime markets, while radio spots target audiences in key areas, including Hampton Roads, Northern Virginia, and Richmond. Social media platforms and the campaign’s website, WhatsTheDamage.org, provide additional resources for law enforcement, community partners, and individuals to share the campaign’s life-saving message.

Since its launch in 2002, the campaign has significantly contributed to reducing drunk driving incidents in Virginia, with alcohol-related crashes down 38% and injuries nearly halved. WRAP President Kurt Erickson highlights the urgency of this year’s effort, stating, “Drinking and driving costs more than your drinks—don’t pay with your livelihood or your life.” By combining innovative marketing with targeted enforcement, Virginia’s “Drive Sober or Get Pulled Over” initiative continues to make strides in protecting lives and promoting responsible driving.

Find more from Washington Regional Alcohol Program (USA, November 2024) and visit https://whatsthedamage.org/