Virginia’s “Drive Sober Or Get Pulled Over” Campaign Launches New TV and Radio Effort Asking “What’s the Damage?” Regarding Drunk Driving in the Commonwealth

Virginia’s “Drive Sober or Get Pulled Over” Campaign Launches New TV and Radio Effort Asking “What’s the Damage?” Regarding Drunk Driving in the Commonwealth

Richmond, VA.– Virginia’s “Drive Sober or Get Pulled Over” campaign has launched a statewide marketing and messaging effort asking “What’s the Damage?” regarding drunk driving in the Commonwealth. This effort comes just in time for the holidays, a time of year when drunk driving instances rise.

The anti-drunk driving campaign, now in its 23rd year, is a high-visibility enforcement and public awareness campaign to prevent impaired driving on Virginia’s roadways. The campaign is supported by a grant from the Virginia Department of Motor Vehicles (DMV) to the Virginia-based nonprofit Washington Regional Alcohol Program (WRAP) with new messaging and creative this year produced by the Richmond–based marketing agency, Madison+Main.

Last year, there were 6,979 alcohol-related crashes on Virginia roads — resulting in 293 deaths and 4,400 persons injured. The number of people killed increased nearly seven-percent (6.9%) compared to 2022. While the 2024 traffic safety campaign was officially launched via an August 26th news conference featuring Virginia Governor Glenn Youngkin, the “Drive Sober or Get Pulled Over” campaign will expand its reach with the deployment of new TV and radio spots — along with a comprehensive social media strategy — which begin airing this week throughout the Commonwealth.

The research-based TV creative asks “What’s the Damage?” when it comes to drunk driving in Virginia, reminding motorists of the costs of drunk driving and to plan a safe ride home before drinking. The campaign’s new TV creative can be seen at WhatsTheDamage.org.

Media Details

Television: The campaign’s hard-hitting TV commercial will be broadcast widely on channels that reach Virginia’s target audience, including major networks like ACCM, Comedy Central, CNN, ESPN, FS1, FX, NFLN, TNT, USA. The campaign will be prominently featured across prime markets in Charlottesville, Hampton Roads, Northern Virginia and Richmond creating significant visibility and reinforcing the anti-DUI message.

Radio: Listeners in the Hampton Roads, Northern Virginia and Richmond areas will hear “What’s the Damage?” radio spots across key station: WBIG-FM, WBTJ-FM, WIHT-FM, WKHK-FM, WNOB-FM, WNOR-FM. WRXL-FM, WTOP-FM, WTWV-FM, and WURV-FM. This traditional media expansion brings the campaign directly to individuals in their cars, highlighting the importance of safe, sober driving.

Digital and Social Media: Social media content will be pushed from the campaign’s official accounts on Facebook and Instagram. Partner organizations and law enforcement agencies are strongly encouraged to share any of the posts from the campaign’s Facebook or Instagram, as well as what is provided on www.WhatsTheDamage.org. The website serves as a resource hub, enabling law enforcement agencies and community partners to access, post, share campaign content that reinforcement agencies and community partners to access, post, and share campaign content that reinforces the ‘Drive Sober or Get Pulled Over’ message and empowers individuals to make responsible choices.

“This year’s new messaging communicates the simple message that drinking and driving costs more than your drinks and to not pay for such ‘with your livelihood or worse, with your life,” said WRAP President Kurt Erickson.

Virginia’s “Drive Sober or Get Pulled Over” campaign reminds Virginians to get a safe ride home after drinking, or face arrest. Using public safety messages and high-visibility enforcement to keep impaired drivers off the road, the campaign is supported by research from the market research company Dynata which, in August, conducted a survey of 256 Virginia drivers who are most likely to drive after drinking: 21 to 35-year-old males. Amongst other findings, the research showed that while nearly all (92%) of the 21-35-year-old male drivers surveyed in Virginia believe it is imperative to make a plan to get a safe ride home after drinking, only half (54%) always plan for a designated driver.

Since the start of the campaign in 2002, there has been notable progress in reducing drunk driving in Virginia. Alcohol-related traffic crashes have decreased by 38%, fatalities have decreased by 18%, and injuries have been nearly halved (46%) (2001 vs. 2023, Virginia DMV).

About WRAP

Founded in 1982, the Virginia-based nonprofit [501(c)(3)] Washington Regional Alcohol Program (WRAP) is an award-winning public-private partnership working to prevent drunk driving and underage drinking in the Washington-metropolitan area. In addition to serving as project director of Virginia’s DMV’s anti-drunk driving campaign, ‘Drive Sober or Get Pulled Over,’ WRAP is a three-time winner of Virginia’s prestigious Governor’s Transportation Safety Award.

About M+M

Madision+Main (M+M) is a branding, marketing, and public relations agency that partners with organizations to create impactful, results-driven campaigns. Known for their strategic creativity, Madison+Main is proud to work alongside WRAP in furthering the mission of public safety and responsible driving.