Safety

New Campaign Uses Breathalyzers to Prevent DUI's

Every day, Colorado drivers are putting lives at risk by driving impaired. Each year, more than 26,000 people are arrested for DUI, and more than one-third of all Colorado traffic fatalities are alcohol-related. Most Coloradans (73 percent) report feeling comfortable driving after having one or two drinks in a two-hour period, and CDOT has taken steps to challenge this social norm by encouraging personal responsibility with the goal of reducing DUI-related offenses and fatalities.Traffic Safety Pulse August 2017

Traffic Safety Pulse August 2017As part of Colorado’ s largest DUI-enforcement period leading up to and during Labor Day weekend, CDOT launched a pioneering, statewide campaign to promote responsible drinking habits and the use of personal breathalyzers. The campaign, Before You Go, Know, is the first high-visibility campaign by a state using breathalyzers as a tool to prevent drunk driving and urges Coloradans to check their blood-alcohol content (BAC) to confirm that they are sober before they drive.

To challenge the social norm of simply guessing if you are impaired to drive, CDOT partnered with BACtrack, a leading personal and professional breathalyzer company, to launch the campaign across Colorado. The goal is to raise awareness of personal breathalyzers — a resource many drinkers may not know exist — directly where they may be buying or consuming alcohol. 

CDOT is promoting breathalyzers statewide through a comprehensive advertising campaign that includes radio ads, posters, bus ads, liquor store placements, social media outreach and outreach to social media influencers. You can view the creative elements here: bit.ly/BeforeYouGoKnow

The best part? As part of the campaign, BACtrack is offering a 20 percent discount on breathalyzer products to Colorado residents through the end of September. Visit HeatIsOnColorado.com or BACtrack.com and use the code “CDOT” for the discount and free shipping.

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