New Mexico Launches Campaign to Combat Impaired Driving

The New Mexico Department of Transportation (NMDOT) is turning to humor to tackle a deadly problem: impaired driving.

The department’s latest summer campaign, “Are You Serious?”, is part of its ongoing “ENDWI” initiative and uses comedy to raise awareness of risky driving behaviors involving alcohol and drugs.

In 2023, New Mexico saw an alcohol-involved crash every four hours on average, according to NMDOT. A total of 164 people died in alcohol-related crashes—38% of all traffic fatalities. Crashes involving teens and underage drivers impaired by alcohol hit a 10-year high.

The “Are You Serious?” campaign features fast-paced skits and improv hosts to spotlight dangerous choices behind the wheel. Officials say research supports humor as an effective way to engage younger audiences and reinforce safety messages.

“We know the numbers are serious, but our approach doesn’t always have to be somber to make an impact,” said Shannon Glendenning, NMDOT Traffic Safety Division director, in a statement. “With this campaign, we’re using humor to start conversations, get people to reflect, and ultimately change behavior.”

The campaign also targets distracted driving and seat belt use, underscoring the department’s broader goal to reduce all types of roadway fatalities.

A virtual press kit with campaign videos, graphics and additional resources is available for download to support community outreach.

Source: New Mexico Department of Transportation, KRQE.com