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State Kicks off new DWI Holiday Campaign Themed "Working Together Toward a Safe and Sober Holiday"

Press Release

Location: Santa Fe, NM

State DWI Czar Rachel O'Connor, Department of Transportation Secretary Gary L.J Girón, MADD Executive Director Loralee Ortiz and others today kicked off New Mexico's Winter SuperBlitz Campaign that will run starting today through January 9, 2011.

The theme of the State's Winter Superblitz is "Working Together Toward a Safe and Sober Holiday." The campaign will include increased law enforcement operations, new radio and television advertisements, and "Safe and Sober Holiday" kits to be handed out to the community in anticipation of the holiday season.

"This year's media campaign highlights New Mexico citizens who have joined in the fight against DWI," Governor Richardson said. "The strong TV and radio messages feature community members who have assisted in efforts to reduce impaired driving fatalities over the years, and whose actions have contributed to the 35 percent reduction in alcohol-related fatalities. Community members have done a lot to help in reducing DWI in New Mexico, and we want them to continue their efforts throughout the holiday season."

"Since Governor Richardson took office eight years ago, New Mexico has made great strides in its fight against DWI." said Transportation Secretary Gary L.J. Girón. "As families prepare to gather, it is our hope that the combined efforts with law enforcement during this Superblitz will ensure that no one is hurt by a drunken driving accident this holiday season."

The State's media campaign will be bolstered by the distribution of Safe and Sober Holiday kits to be distributed statewide through DWI Coordinators and law enforcement. The kits are designed to remind motorists to designate a driver this holiday season, and to report suspected drunk drivers when they are on the road. Kits contain a designated driver ID wrist band, alcoholfree
drink recipe cards and lip balm with the imprint of the Drunk Busters #DWI number. MADD will also join the state in distributing the kits as part of their statewide holiday campaign, "Give the Gift of a Designated Driver."

Preliminary alcohol involved fatalities for the State of New Mexico in 2010 are 112 to date, the State is projecting the final number for 2010 to be 138. Alcohol-involved fatalities have dropped 35 percent from 221 in 2002 to a projected 138 in 2010.

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