The daily death toll from drunk driving crashes during the Christmas and New Year's holiday period is significantly higher than during the rest of the year.

On average, more than 2,400 alcohol-related traffic crashes occur on Texas roads and highways in December, resulting in 89 fatalities. Estimates are based on an analysis of state crash data since 2003.

Campaign Details

For the 14th consecutive year, TxDOT is sponsoring a holiday-themed public education campaign to remind Texans not to get behind the wheel if they've been drinking. The paid media campaign will run from Thursday, Dec.1, 2011, through Sunday, Jan.1, 2012. It will target English- and Spanish-speaking motorists between the ages of 21 and 54.

Interactive Facebook Calendar

New for 2011, Santa himself is getting in on the action with a brand new interactive "31 Days of Holiday Cheer" calendar on Facebook. Each day unlocks games, recipes, tips and videos to make the season merry and bright, all with the reminder to keep the holidays happy and plan a sober ride.

Campaign Components

Media Type Title English Spanish
TV Reindeer Barn TV Spot: 30 sec.
TV Reindeer Barn TV Spot: 10 sec.
Radio Choir Radio Spot  
Radio Feliz Navidad Radio Spot  
Billboard Holiday Billboard
Fact Sheet Campaign Fact Sheet  

Media Center