El Pueblo, a non-profit Latino advocacy group in North Carolina, is launching a multi-platform ad-campaign aimed at combating drunk driving among Hispanics, which is currently the leading cause of death for Hispanics in North Carolina.
The campaign will be augmented by increased police enforcement and will run under the tagline: “Manejar Borracho? No seas tonto, muchacho!” which translates to “Drive drunk? Don't be stupid, man!”
The campaign will use pamphlets, print, radio, and TV spots to underscore the devastating effect that drunk driving has on families. The initiative has a 30-month duration, after which the group hopes to have decreased drunk-driving deaths among Hispanics by 25%.
DWI Statistics will be tracked to measure the effectiveness of the campaign.