While driving home from New York today, I was treated to a cryptic message on the variable message signs all the way home on I-95 and I-91. This story at Insurance Journal explains what was up:
Drunken drivers beware: Police say they are starting a crackdown this month and the government is promising arrests for those who drink and drive.[...]
The $11 million advertising campaign targets male drivers ages 21-34, who had the highest percentage of drivers in fatal drunken driving crashes. The ads show authorities pulling over three men driving in vehicles filled with beer, wine or liquor, telling viewers: “Make no mistake: You will get caught and you will be arrested. Drunk Driving: Over the Limit. Under Arrest.”
The VMS’s were flashing “Drunk Driving: Over the Limit. Under Arrest.”
I wonder how much taxpayer money went into coming up with that slogan. You’d think they could come up with something snappier. I mean, “click it or ticket”, while annoying, is somewhat snappy. Surely they could have done better with the anti-DUI message.