Colorado Launches Spanish-Language DUI Campaign

As the eighth state in the nation with the largest Hispanic population, Colorado is home to approximately 1.1 million Hispanics. Recognizing the diverse linguistic landscape and aiming to broaden its outreach, the Colorado Department of Transportation (CDOT) has partnered with local advertising agency Hispanidad to launch a DUI awareness campaign tailored explicitly for Spanish speakers. With the Hispanic population in Colorado expected to grow significantly in the coming years, CDOT’s initiative is a crucial step toward promoting responsible drinking and preventing drunk driving within this community.

The Significance of Language in DUI Awareness

Effective communication hinges on the use of language. CDOT’s initiative acknowledges the importance of reaching diverse communities through linguistically tailored campaigns. According to the Pew Hispanic Center, 39 percent of Colorado Hispanics speak Spanish at home, emphasizing the need for Spanish-language campaigns to convey crucial information effectively. By embracing the Hispanic population’s cultural nuances and language preferences, CDOT aims to create a more inclusive approach to DUI awareness.

Overview of the “La Última y Nos Vamos” Campaign

Named after the standard Spanish toast, “la última y nos vamos,” which translates to “one for the road,” CDOT’s campaign emphasizes the importance of exercising prudence in alcohol consumption choices, particularly during high-risk periods like the upcoming Labor Day weekend, marking the end of the notorious “100 Deadliest Days” for drunk driving in the United States.

CDOT’s Recommendations for Avoiding DUI

As part of the “la última y nos vamos” campaign, CDOT provides practical tips for individuals of all backgrounds to ensure a safe and enjoyable celebration:

1. Designate a Sober Driver: If you plan to consume alcohol, designate a sober driver in advance. Waiting until the end of the night to select the “soberest” driver may still result in impaired driving. This endangers the driver and puts passengers and other road users at risk.
2. Seek Alternate Transportation: If a designated driver is not available and the festivities are coming to a close, opt for alternative transportation methods. Utilize rideshare services such as Uber or Lyft, take a taxi, or call a friend for a safe ride home.
3. Intervene if Necessary: If you observe a friend who has been drinking (or using substances) insist on driving, do not hesitate to intervene. Educate them about the potential consequences of impaired driving and take their keys. While reactions may vary, preventing a friend from driving under the influence is a collective responsibility that ensures the safety of everyone involved.