Public Safety

Radio Campaign Targets July Fourth DUIs

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The District Attorney’s Office has launched a radio and online crime prevention campaign aimed at reducing the number of San Diegans who drive under the influence on the Fourth of July and the following weekend. 

“Save Lives, Don’t DUI!” harnesses the power of two local radio stations, Channel 933 and Star 94.1, to reach hundreds of thousands of San Diego County residents and visitors who may be celebrating Independence Day with alcohol. Historically, about half of all fatal traffic crashes on July Fourth are alcohol-related.

“By partnering with two popular radio stations, we’re targeting our message to younger listeners who can relate to these radio stations’ on-air personalities,” said District Attorney Bonnie Dumanis.  “Our office prosecutes about 10,000 cases of driving under the influence every year.  I hope this campaign will get people’s attention, cause them to think twice, take a cab or arrange for a designated driver— and maybe even save a life.”

On Monday, July 1, banner ads and pop up videos began appearing on the stations’ websites, reminding people online not to drink and drive over the holiday weekend.  The Clear Channel stations also partnered with a local taxi company to provide coupons for $5 off a cab ride.  An interview with the District Attorney during morning drive time and dozens of on-air mentions are also running, including radio spots featuring Dumanis, reminding listeners not to drink and drive and focusing on the consequences if they do.

As Americans around the country prepare to mark the Fourth of July holiday, law enforcement in San Diego County is reminding drivers not to get behind the wheel if they have had too much to drink.  According to the National Highway Traffic Safety Administration (NHTSA), Fourth of July is ranked as the deadliest holiday of the year to drive.

The District Attorney’s Office offered the following tips to stay safe on the roads this Fourth of July:

  • Designate a sober driver or have an alternate transportation plan before the party begins.
  • Avoid drinking too much alcohol too fast. Pace yourself – eat enough food, take breaks, and alternate with non-alcoholic drinks.
  • If you don’t have a designated driver, ask a sober friend for a ride home; call a cab, friend, or family member to come get you; or just stay where you are and sleep it off until you are sober.
  • Never let a friend leave your sight if you think they are about to drive and have had too much to drink.
  • Always buckle up – it’s still your best defense against other drunk drivers.

Channel 933 (KHTS FM) and Star 94.1 (KMYI FM) have a combined reach of 1.6 million listeners, with a large following among active 21-54 year olds. 

“We feel strongly about the importance of the ‘Save Lives, Don’t DUI!’ campaign and are pleased to have Frankie V of Channel 933 and Jesse Lozano of Star 941 involved in delivering this critical message,” said Melissa Forrest, Market President Clear Channel Media + Entertainment San Diego. 

The “Save Lives, Don’t DUI!” campaign was funded completely with asset forfeiture funds – money seized from drug dealers and other criminals.