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Ride Sober or Get Pulled Over

About

Enforcement Campaign

Ride Sober or Get Pulled Over is a national high-visibility enforcement campaign that focuses specifically on the consequences of drunk riding while urging riders to get a safe, sober ride home. Material created for this campaign highlights law enforcement’s goal of stopping drunk riders and spreading awareness about the increased police presence on our nation’s roads during this period.

National Mobilizations

  • August/September: Labor Day high-visibility enforcement campaign.
    • Enforcement: August 16 – September 2, 2024
    • Paid Media: August 14 – September 2, 2024
    • Earned Media: July 15 – September 9, 2024
      These campaign dates coincide with the alcohol-impaired Drive Sober or Get Pulled Over campaign. 
  • Also, Ride Sober or Get Pulled Over may be used if high-visibility enforcement is happening in your area over the Fourth of July holiday. 

Facts

Overview

  • 6,218 motorcyclists were killed in traffic crashes in 2022, which represents 15% of all traffic fatalities. 
  • Of the 2,254 motorcycle riders who died in single-vehicle crashes in 2022, 42% were alcohol-impaired. 

Fourth of July

  • In 2022, 487 people died in traffic crashes during the Fourth of July holiday period. 
    • 40% (196) of those fatalities occurred in drunk driving crashes. 
    • Of those who died in drunk driving crashes, 27% were in a crash involving at least one driver or motorcycle operator with a blood alcohol concentration at or above .15 g/dL — almost twice the legal limit in almost every state.  

August/Labor Day

  • During the 2022 Labor Day holiday (6 p.m. September 2-5:59 a.m. September 6), there were 490 crash fatalities nationwide, and 94 were motorcycle riders. 
  • Of these 94 motorcycle rider fatalities, 44% (41) were killed in drunk driving crashes, and over a quarter (29%) were killed in crashes that involved drivers with a BAC almost twice the legal limit (.15+ BAC). 
  • Among drivers between the ages of 18 and 34 who were killed in crashes over the Labor Day holiday in 2022, 47% of those drivers were drunk, with BACs of .08 or higher

More Stats

Talking Points

We've prepared talking points related to Rider Sober or Get Pulled Over. These can be used as part of your Labor Day and Fourth of July holiday enforcement campaign messaging. After downloading, we encourage you to add local stats and facts to the document. 

August/Labor Day

During the Labor Day holiday, you can use many of the materials available on this page to increase your Ride Sober or Get Pulled Over messaging. In addition, assets specific to the holiday are available. Those include a social media playbook with graphics, additional social media posts, and a sample news release. We also have a statistic specific to the Labor Day holiday in the Facts section of this page.

Spin Wheels DUI Static | 1200x1200 | Facebook, X, Instagram
Spin Wheels DUI Animated | 1200x1200 | Facebook, X, Instagram
Spin Wheels DUI Animated | Vertical Video
Short Stick 4 animated / 4 static

July 4th

During the Fourth of July holiday, you can use many of the materials available on this page to increase your Ride Sober or Get Pulled Over messaging. In addition, assets specific to the holiday are available. Those include a social media playbook with graphics, additional social media posts, and a sample news release. We also have a statistic specific to the Fourth of July holiday in the Facts section of this page.

Keep Your Independence | Static | 4th of July 1200x1200 | Facebook, X, Instagram
Keep Your Independence | Animated | 4th of July 1200x1200 | Facebook, X, Instagram
Keep Your Independence | Animated | 4th of July 1080x1920 | vertical video

Ads

Drunk | Enforcement | Motorcycles | English TV & Digital | :30 :15 :06 available by request
Don’t Roll Throttle | English Banner Ad | 7 Animated, 7 Static

If a video is noted as Available by Request, it is not available for immediate download. A state may submit a request to NHTSA and the ad can be retagged with their stage logo.

Note: No one may alter, edit, or change a NHTSA TV ad or digital video.

Media Buy Plan and Summary

Reports

Campaign Research Results

Future Dates

2025

  • August/Labor Day
    • Enforcement: August 15 – September 1, 2025
    • Paid Media: August 13 – September 1, 2025
    • Earned Media: July 14 – September 8, 2025

2026

  • August/Labor Day
    • Enforcement: August 14 – September 7, 2026
    • Paid Media: August 12 – September 7, 2026
    • Earned Media: July 13 – September 14, 2026

2027

  • August/Labor Day
    • Enforcement: August 13 – September 5, 2027
    • Paid Media: August 11 – September 5, 2027
    • Earned Media: July 14 – September 12, 2027

2028

  • August/Labor Day
    • Enforcement: August 18 – September 3, 2028
    • Paid Media: August 16 – September 3, 2028
    • Earned Media: July 12 – September 10, 2028

Additional Resources