Every day in Maryland, an average of 261 police-reported traffic crashes occur, resulting in more than 100 injuries. In 2020, one in 36 crashes involving an impaired driver resulted in a fatality. In September 2020, the Maryland Department of Transportation Motor Vehicle Administration (MDOT MVA) launched an all-encompassing highway safety campaign, Be the Driver, focused on safe driving behaviors, including the sub-theme, “Be the Make a Plan Driver,” as a call to action for Marylanders to make a plan for a sober ride home – which includes calling or scheduling a ride-hailing vehicle.
MDOT MVA was one of four State Highway Safety Offices to receive a grant from GHSA, ride-hailing company Lyft and Responsibility.org to prevent impaired driving during the 2022 Holiday season. With the funding, MDOT MVA built upon its “Be the Make a Plan Driver” campaign by promoting discounted rides on social media and online during the December holiday.
MDOT MVA broke their holiday campaign into five promotional periods, incrementally increasing the Lyft ride credit code cost: $5 ride credits from December 1-2; $5 ride credits from December 8-11; $10 ride credits from December 15-18; $20 ride credits from December 22-25; and $20 ride credits from December 29 through January 1. The “Be the Make A Plan Driver” campaign asked Marylanders to make a plan and arrange a sober ride through discounted ride-hailing codes from Lyft.
With funds remaining, MDOT MVA provided $15 ride credits for the 2023 Super Bowl and St. Patrick’s Day holiday, promoting ride-hailing services as a designated sober driver.
A total of 1,547 rides were provided with this grant funding. MDOT MVA utilized social media and their website to promote the Lyft ride credits reaching an estimated 55,802 individuals and resulting in 15 online and print news stories.