The U.S. National Highway Traffic Safety Administration (NHTSA) is taking its impaired-driving prevention message directly into one of the country’s biggest social environments: college football. The new Pledge to Drive Sober initiative invites millions of football fans to make a personal commitment not to drive after drinking alcohol or using other impairing substances. A nationwide Sober Driving Pledge Tailgate Tour will visit major college football games during the 2026 season, combining a travelling pledge wall with an impaired-driving simulator and opportunities for fans to take the pledge in person or online.

The initiative was launched alongside NHTSA’s annual Drive Sober or Get Pulled Over campaign, which combines public education with increased enforcement around the Labor Day period. The scale of the problem remains substantial: in 2024, alcohol-impaired drivers were involved in 30% of all U.S. traffic fatalities, resulting in 11,904 deaths. On average, one person was killed in an alcohol-impaired-driving crash every 44 minutes. Men aged 21 to 34 represented the largest group of alcohol-impaired drivers involved in fatal crashes.

By bringing the message into football tailgates and stadium environments, the campaign is trying to reach people at moments when alcohol consumption and decisions about travelling home often come together. Rather than focusing only on the threat of penalties, Pledge to Drive Sober adds a visible personal commitment: plan ahead, designate a sober driver, use public transport, a taxi or rideshare, and do not allow someone who has been drinking to drive. The tour begins in September and continues through major college football matchups towards the playoffs.

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