News Release

December 20, 2007
News Release Contact:
Becky Gettings - (804) 213-4419
E-mail: pubrel@abc.virginia.gov

Are You Up For the Challenge? Four State Agencies Partner to Spread the Highway Safety Challenge Message in ABC Stores

Richmond - With holiday parties and the hustle and bustle of shopping in full swing, four state agencies are partnering in the Highway Safety Challenge encouraging people to take precautions to avoid being Virginia's next traffic fatality. Reaching out to ABC store customers at point of sale, nearly one million bags bearing the safety challenge message are being distributed statewide during the holiday season.

The Virginia Department of Transportation (VDOT), Virginia State Police and the Virginia Department of Motor Vehicles (DMV) are partnering with the Virginia Department of Alcoholic Beverage Control (ABC) on the initiative. The group is working collectively with a host of other concerned and committed highway safety organizations to address some of the most significant risk factors for highway fatalities, which tend to increase during the holidays.

The Highway Safety Challenge bag initiative is launching today at 46 ABC stores in the Metro-Richmond area, and will expand statewide within a week. Printed with the message: "Don't be Virginia's next traffic fatality," the bags feature safety tips such as, "Drive drug and alcohol free; Buckle up and Obey speed limits". Additionally, signs are being placed in each ABC store featuring the traffic safety messages, a partner list and the Highway Safety Challenge Web site.

To reinforce the safety messages especially related to the deadly dangers of impaired driving, the Virginia State Police, as a Checkpoint Strikeforce partner, will be conducting more than 55 sobriety checkpoints and roving enforcement patrols statewide during the coming holidays. In addition, state police will have 75-percent of its workforce on the highways this weekend, Dec. 21-23, as part of the national Operation LifeSaver enforcement campaign, which is geared towards reducing traffic crashes and violations.

According to DMV's Highway Safety Office, 9,386 alcohol-related crashes have occurred on Virginia's roadways from January through mid-November 2007. Of those alcohol-related crashes, 6,023 people were injured and 215 died. Twelve of the fatalities occurred in Richmond, ten in Chesterfield County and four in Henrico County.

For more information about the Highway Safety Challenge, visit www.safeVAhighways.org. To learn more about ABC, visit www.abc.virginia.gov.