New Mexico ads target female drunk drivers | Adweek
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New Mexico ads target female drunk drivers

Women drive drunk too

In light of the proportion of DUIs in New Mexico that involve women hitting 25 percent of the total, the state is preparing an anti-drunk driving campaign admitting that, yes, women drive drunk, too. According to state officials, women in New Mexico engaged in more than 300,000 alcohol-impaired driving episodes in 2006. In 2007, almost 1 in 20 female binge drinkers reported driving after drinking an average of almost six drinks. The ads will show "a woman out drinking and partying, then getting arrested, and her family without her," so they're basically one Valerie Bertinelli short of being a Lifetime original movie. Or the last year and a half of Britney Spears's life. Whichever reference is less dated.

—Posted by David Kiefaber

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Topics: Alcohol, Kiefaber, PSAs
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