The Maine Bureau of Highway Safety (MeBHS) was one of five State Highway Safety Offices to receive a grant from GHSA and ride-hailing company Lyft to prevent impaired driving during the 2019 holiday season. With its grant, MeBHS integrated Lyft ride credits into the “Drive Sober or Get Pulled Over” national enforcement campaign.
MeBHS sought to use grant funds by raising awareness of the impaired driving problem in Portland. The focus on the greater Portland area was chosen after crash data showed the city to have the largest number of impaired-related crashes in Maine. Through the promotion of Lyft credits, MeBHS focused on the message of planning a ride home prior to being impaired and using ride-hailing services as an alternative transportation option. MeBHS spread the word about the Lyft credits by reaching out to local media outlets and hosting scheduled events throughout the Portland area.
The campaign proved to be a success, gaining recognition from the media, local merchants, government agencies, nonprofit organizations and the general public. MeBHS was also able to build new partnerships while reviving old ones with various agencies and organizations in the Portland area. Altogether, 956 Lyft credits were redeemed during the campaign.