The New Mexico Department of Transportation (NMDOT) has introduced a new campaign called “Are You Serious?” to tackle impaired driving. This initiative is part of the NMDOT’s ongoing ENDWI program, which seeks to raise awareness about dangerous driving behaviors, especially those involving alcohol and drugs, through humor and relatable storytelling.
In 2023, New Mexico saw an average of one alcohol-involved crash every four hours. That year also recorded 164 fatalities due to alcohol-related crashes, representing 38% of all crash deaths. Crashes involving teens and drivers under 21 impaired by alcohol reached their highest level in a decade.
The “Are You Serious?” campaign employs fast-paced skits and comedic improv hosts to highlight risky driving actions. Research indicates that humor can effectively capture attention and help messages resonate, 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.”
In addition to addressing impaired driving, the campaign focuses on broader safety issues such as distracted driving and seatbelt use. This reflects the Department’s commitment to reducing traffic fatalities overall.
A Virtual Press Kit accompanies the announcement with videos, graphics, and further details about the “Are You Serious?” campaign.
