The Texas Department of Transportation (TxDOT) launched a series of mini telenovelas this month in an effort to extend the message to the Hispanic community about the consequences of drinking and driving. TxDOT is one of the first U.S. state agencies to tackle the dangers of drinking and driving through the telenovela format.
The telenovelas aired as thirty second and two minute spots on Univision, Estrella, and Telefutura during the evening news for two weeks in late November. They aired in markets throughout Texas including Austin, Corpus Christi, Dallas, El Paso, Houston, Laredo, Lubbock, Midland-Odessa, Rio Grande Valley, San Angelo, and San Antonio.
The telenovelas will air again around Easter, July 4, and Dieciseis de Septiembre (September 16). The three, two-minute episodes will also be available online at http://www.youtube.com/txdotpio and will be used as teaching tools by civic and social service organizations throughout the state.
"We created telenovelas to reach women and men in the Hispanic community," said Carol T. Rawson P.E., TxDOT Traffic Operations Director.