FOR IMMEDIATE RELEASE
November 15, 2022
Colorado, Maryland, Missouri and Texas will provide ride-hailing discounts to those who may be tempted to drive impaired
WASHINGTON, D.C. – The Governors Highway Safety Association (GHSA), in partnership with Lyft and the Foundation for Advancing Alcohol Responsibility (Responsibility.org), has awarded the Colorado, Maryland, Missouri and Texas State Highway Safety Offices (SHSOs) a total of $80,000 in grant funds to support initiatives that promote the use of ride-hailing rather than driving this holiday season. The four states will provide Lyft ride credits to encourage people who consume alcohol or other impairing substances to make the safer choice and leave the driving to someone who is sober.
The holiday season is considered one of the most dangerous times on the road due to revelers consuming alcohol or other impairing substances and then getting behind the wheel. However, that risk has increased even more over the past few years. An estimated 11,654 people died in drunk driving crashes in 2020 – that’s 32 people every day, or one death every 45 minutes. Police-reported, alcohol-involved fatalities rose 5% in 2021 and remain higher than the pre-pandemic level in 2019, according to preliminary figures from the National Highway Traffic Safety Administration.
“All traffic fatalities are tragic,” said GHSA Executive Director Jonathan Adkins. “But it is especially difficult to hear about drunk- and drug-impaired driving deaths, which we know are 100% preventable, during the holiday season. GHSA is thrilled to team up with two of our long-time partners – Lyft and Responsibility.org – to help states conduct innovative campaigns that not only highlight the danger of driving impaired but also offer drivers an incentive for making the responsible choice.”
Research continues to point to a correlation between an increase in ride-hail usage and a decrease in drunk drivers. One recent analysis, examining 20 prior studies, found that 85% of them linked ride-hailing to a lower level of alcohol-impaired driving.
The four states receiving these grants will each put a unique spin on their Lyft ride credit programs:
- The Colorado Department of Transportation (CDOT) is launching its “Nothing Uglier than a DUI” ugly holiday sweater campaign. Offering a lighthearted approach to a serious topic, CDOT invites Coloradans to show their holiday spirit by sporting their seasonal sweaters and redeeming Lyft ride credits to get to and from their destinations safely. Credits will be available during three activation periods that coincide with CDOT’s statewide high-visibility DUI enforcement efforts – holiday parties and New Year’s Eve – allowing for increased visibility through media promotion and public engagement.
- The Maryland Department of Transportation Motor Vehicle Administration’s Highway Safety Office is building upon its “Be The MAKE A PLAN Driver” campaign, promoting the discounted rides through social media ads and organic postings. The statewide campaign is a call to action for drivers to plan ahead, so they have a sober ride home. Maryland will make available 4,000 ride credits, valued at $5 each, during weekends only, throughout the holiday season, when data show there is a higher propensity for impaired driving crashes and fatalities.
- The Missouri Department of Transportation Highway Safety and Traffic Division (Division) will place ads and jukebox quizzes in select bars around the state to educate patrons about their responsibility to not drive if they are under the influence of alcohol and/or drugs. Lyft ride credits will be offered to encourage patrons to take advantage of this safe transportation alternative. The Division estimates the campaign could help prevent thousands of Missourians from driving impaired this holiday season.
- The Texas Department of Transportation (TxDOT) is focusing its efforts on the greater Houston area, which has the nation’s highest number of impaired driving fatalities. TxDOT will use digital media to encourage a key demographic more likely to drink and drive to take advantage of 1,000 $20 Lyft ride credits that will be available during the campaign period. The credits can be accessed via a QR code that will be promoted through local media, influencers and various social media channels. Law enforcement, public officials, local agencies and nonprofits and other partners will also share the message.
“Lyft is pleased to once again partner with GHSA to provide a reliable and responsible transportation alternative this holiday season,” said Kamillah Wood, Director of Community Safety Policy at Lyft. “We’ve seen the positive impact ridesharing availability has on reducing impaired driving, and we’re proud to play a part in creating safer roads for these communities.”
“Responsibility.org is commited to eliminating impaired driving and keeping our roads safe for everyone. We're pleased to continue our lifesaving work with GHSA and Lyft to supplement the number of ride-hailing credits available, prevent the number of impaired drivers and individuals who get in a car with an impaired driver, and make a difference by helping to keep ourselves and others safe this holiday season,” said Darrin Grondel, Responsibility.org’s Vice President, Traffic Safety & Government Relations.
GHSA will report on these state campaign activities throughout the holidays via the association’s website and social media channels.
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The Governors Highway Safety Association (GHSA) is a nonprofit association representing the highway safety offices of states, territories, the District of Columbia and Puerto Rico. GHSA provides leadership and representation for the states and territories to improve traffic safety, influence national policy, enhance program management and promote best practices. Its members are appointed by their Governors to administer federal and state highway safety funds and implement state highway safety plans. Visit ghsa.org for more information or follow us on Facebook and Twitter.
Lyft was founded in 2012 and is one of the largest transportation networks in the United States and Canada. As the world shifts to transportation-as-a-service, Lyft is at the forefront of this massive societal change. Its transportation network includes the largest shared mobility network in the United States and brings together rideshare, bikes, scooters, car rentals and transit all in one app. Lyft is singularly driven by its mission: to improve people’s lives with the world’s best transportation.
Responsibility.org is a national not-for-profit that aims to eliminate drunk driving and work with others to end all impaired driving, eliminate underage drinking, and empower adults to make a lifetime of responsible alcohol choices as part of a balanced lifestyle. Responsibility.org is funded by the following distillers: Bacardi USA, Inc.; Beam Suntory Inc.; Brown-Forman; Campari Group; Constellation Brands; DIAGEO; Edrington, Mast-Jägermeister US, Inc.; Moët Hennessy USA; Ole Smoky, LLC; Pernod Ricard USA; and William Grant & Sons. For over 30 years, Responsibility.org has transformed countless lives through programs that bring individuals, families, and communities together to inspire a lifetime of responsible alcohol choices. To learn more, please visit Responsibility.org.