CDOT Launches "Don't Ruin the Ride" Campaign to Reduce Motorcycle Crashes and Deaths

August 30, 2012 - Traffic Safety - DENVER — Nearly 40% of motorcycle fatalities in Colorado involve alcohol, which is why the Colorado Department of Transportation (CDOT) is launching its “Don’t Ruin the Ride” motorcycle safety campaign this Labor Day Weekend.

The campaign coincides with the “100 Days of Heat” DUI enforcement period, which culminates after the holiday weekend.

Impaired riding is a major problem that contributed to 27 motorcycle fatalities in Colorado last year, equaling 18% of the state’s total alcohol-related fatalities.  The new campaign will focus on increasing rider awareness of the dangers and consequences of impaired riding, as well encouraging all riders—even after one drink—to find a better way to get home.

“Riding a motorcycle takes advanced skills that are easily undermined when alcohol enters the equation,” said Glenn Davis, manager of impaired driving awareness programs at CDOT.  “This new campaign uses motorcycle riders to carry the message to their peers to remind them that they have better options than hopping on their bike after they’ve been drinking.”

The “Don’t Ruin the Ride” campaign features billboards, print ads in motorcycle enthusiast publications, and posters in biker-friendly bars and restaurants all aimed at encouraging riders to find a safe ride home.  The campaign is paid for with federal funding from the National Highway Traffic Safety Administration.

CDOT also recognizes that motorcycle riders are not the only ones involved in alcohol-related crashes.  Last year, 83 people died in crashes involving drivers of other types of vehicles, who had alcohol in their systems.

“No matter what type of vehicle you drive, it’s never worth the risk if you had a couple of drinks.  Before you take that first sip, consider all of your options to keep yourself and others safe,” added Davis.

Overall motorcycle fatalities are down slightly from 82 in 2010 to 78 in 2011. El Paso County recorded the highest number of motorcycle fatalities last year, a significant jump in fatalities from 8 in 2010 to 14 in 2011. The next highest counties were Denver with 6 fatalities, Mesa with 5 and Weld and Pueblo with 4 each.

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