STATEWIDE — Determined to reduce the growing number of Hispanics who die in car crashes each year, the Colorado Department of Transportation (CDOT) is launching a new Spanish-language impaired driving (DUI) television public service announcement (PSA).
“Safety is a top priority for CDOT and this PSA continues our efforts to reach Colorado residents with culturally- and linguistically-relevant safety messaging,” said Sam Cole, CDOT Communications Manager. “The loss and suffering that comes with drinking and driving is entirely preventable and it is critical that we work together to make everyone aware of the dangers involved when they drink and drive — hefty fines, jail time, serious injuries or worse, the loss of a life.”
The PSA, created and produced by local advertising agency Hispanidad, focuses on the widely-recognized toast of “la última y nos vamos…” [Translates roughly to ‘one for the road…’]. Because of the inherent dangers of drinking and driving, CDOT is reminding Spanish-dominant Hispanic Coloradans of the risk and recommends these precautions to prevent a DUI-related crash:
- If you are planning to drink alcohol with friends, designate a sober driver before going out. Do not wait until the end of the night to choose the “most sober” driver. A sober driver is someone who has had no alcohol to drink and is properly licensed to operate a motor vehicle in Colorado.
- If you are impaired, do not drive. Call a taxi, use public transportation, call a sober friend or family member.
- Impaired individuals lack good judgment, so don’t be afraid to intervene if a friend or family member shouldn’t be driving — no matter how awkward the interaction, you may save your loved one’s life.
The Hispanic population in Colorado is the eighth largest in the nation, with roughly 1.1 million Hispanics residing in the state. This number is expected to grow significantly in the coming years, along with the state’s overall population. According to the Pew Hispanic Center, 39% of Colorado Hispanics speak Spanish at home.
To download the PSA, visit: http://ftp.heinrich.com/_XmrEM