The “100 Days of Summer” represent one of
the most dangerous and deadliest times of
year on the nation’s highways. One big reason is a significant jump in alcohol-related traffic crashes and fatalities.

Increased alcohol use throughout the Summer, and particularly around major holiday weekends, beginning with Memorial Day, continuing through the Fourth of July and ending with Labor Day, has made the “100 Days of Summer” a very grim season for law enforcement, emergency medical staff, highway safety officials, and the friends and families of impaired driving victims.

Tips on Using this Promotional Planner

The intent of this promotional planner is to provide you with some earned media tools and marketing material templates you can tailor and distribute to fit your local needs and objectives while at the same partnering with other states, communities and organizations all across the country on this promotional program.

This planner includes both Enforcement ( You Drink & Drive.You Lose ) and Social Norming ( Designate a Sober Driver ) messaging and templates that you may choose from depending on whether or not you are planning to combine your promotion with an increased and highly-visible enforcement effort.
While a significantly increased enforcement effort combined with aggressive marketing (such as the annual You Drink & Drive. You Lose national crackdown) can be most effective in achieving real results, we know this is difficult to sustain year-round - and promoting an enforcement message without any significant increase in enforcement presence runs the risk of ringing hollow with the public and the media.

Please select, tailor and distribute the version of this planner that best fits your local situation and objectives.