NHTSA, National Highway Traffic Safety Administration released their new drunk driving slogan on 18th August – "Drunk Driving: Over the Limit, Under Arrest." This slogan was developed with the American Beverage Institute (ABI). Though many adults do drink responsibly, ABI and NHTSA are hoping that this campaign will deter the drunk drivers who are at the root of the problem. Though road blocks, red ribbons and education campaigns do have their place, according to ABIonline.org, drunk drivers "need to be caught, punished and treated for their problem." And those who are not able to drink responsibly are most in need of treatment in the form of successful alcohol rehab.
The ABI is a restaurant trade association dedicated to serving alcohol to adults in a responsible fashion. According to their website, they are working to reduce the number of drunk drivers on the road by supporting various initiatives including stiff penalties for drinking and driving, alcohol screening, and getting offenders the help they need to overcome their dependency.
The new slogan can be seen in public service announcements on television and in print. According to Mary Peters, the U.S. transportation secretary, "This crackdown is very, very, very important because it's the penalties that are imposed when someone chooses to ignore the law that really have the ability to make changes.
This $11 million campaign also has law enforcement agencies pulling together with a common message across the states, "Make no mistake. Our message is simple. No matter what you drive – a passenger car, pickup, sport utility vehicle or motorcycle – if we catch you driving impaired, we will arrest you. No exceptions. No excuses."
In line with the NHTSA, deaths involving drivers with alcohol in their blood was up from 2005 to 2006. With this kind of campaign with offenders going to a successful alcohol rehab program, officials hope to get a handle on the trouble.