Hispanics enjoy an extended holiday season, beginning December 8th on the Day of the Immaculate Conception, and ending on January 6th on Epiphany, or “Los Reyes.” This season has many opportunities to celebrate with friends, and like many other communities, alcohol can be part of the celebrations. Research has shown that age and socio-economic status are related with whether Hispanics drive after consuming alcohol. Particularly, Spanish-dominant Hispanic males, ages 18 to 34 that have recently entered the U.S., are less likely to designate drivers, resulting in high incidences of crashes and fatalities.
The campaign uses the slogan “En Estas Fiestas tu Familia te Espera” (These Holidays Your Family is Waiting for You). The behavioral poster uses the message, “Manejar Entonado es Manejar Borracho. Designa a un Conductor Sobrio.” (Buzzed Driving is Drunk Driving. Designate a Sober Driver.). The enforcement poster uses the message, “Manejar Borracho es un Crimen. Seras Arrestado.” (Drunk Driving is a Crime. You Will Be Arrested).
