SANTA FE — The New Mexico Department of Transportation (NMDOT) is taking a bold new approach to fight impaired driving with its summer campaign: “Are You Serious?”
The campaign, part of the NMDOT’s ongoing ENDWI initiative, aims to raise awareness of dangerous driving behaviors particularly those involving alcohol and drugs through humor and relatable storytelling.
In 2023, New Mexico experienced an alcohol-involved crash every four hours on average. That same year, 164 lives were lost in alcohol-related crashes accounting for 38% of all crash fatalities. Alarmingly, crashes involving teens and under-21 drivers impaired by alcohol reached a decade high.
To break through to drivers and shift behavior, the “Are You Serious?” campaign uses fast-paced skits and comedic improv hosts to highlight risky actions behind the wheel. Studies show that humor not only grabs attention but helps messages stick, particularly with younger audiences.
“We know the numbers are serious, but our approach doesn’t always have to be somber to make an impact,” said Shannon Glendenning, Traffic Safety Division Director. “With this campaign, we’re using humor to start conversations, get people to reflect, and ultimately change behavior.”
Beyond impaired driving, the campaign also addresses broader safety concerns such as distracted driving and seatbelt use reinforcing the Department’s commitment to reducing traffic fatalities across the board.
A Virtual Press Kit is attached featuring videos, graphics, and more details about the “Are You Serious?” campaign.