Houston Lights On For Life Coalition
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TEXAS
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PROJECT CHARACTERISTICS |
PROGRAM AREA(S) |
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Outstanding collaborative effort |
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Alcohol and Other Drugs |
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Targets hard-to-reach/at risk population |
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Public Information and Education |
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High media visibility |
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TYPE OF JURISDICTION |
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Multijurisdictional |
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TARGETED POPULATION(S) |
JURISDICTION SIZE |
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General Population |
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3,000,000 |
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Hispanic Americans |
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PROBLEM IDENTIFICATION
Historically, the greater Houston area, including Harris County, has reported
one of the highest rates in Texas (approximately 44 percent) of motor vehicle
crashes involving alcohol- and other drug-impaired drivers. This translates
to one person killed every seven hours and 29 minutes as a result of these
crashes.
GOALS AND OBJECTIVES
In an effort to reduce deaths and injuries involving impaired drivers in
the Houston area, the Houston Lights On For Life Coalition was conceived
in 1994. Its objectives were to:
- Create a coalition which would address the problem
directly
- Increase public awareness of the issues associated
with impaired driving
STRATEGIES AND ACTIVITIES
The Houston District of the Texas Department of Transportation (TxDOT) formed
a unique partnership with an outdoor advertising company in Houston to help
develop a coalition of community leaders, elected officials, and business
leaders that would focus attention and activities on the problems of alcohol-
and drug-related motor vehicle crashes in the Houston area. This Houston
Lights On For Life Coalition included TxDOT, the American Automobile Association
(AAA), the Pepsi Cola Company, Mothers Against Drunk Driving (MADD), the
Houston Automobile Dealers Association, the Houston Council on Alcohol and
Drug Abuse, and Houston Crackdown (a substance abuse prevention program).
The Houston Lights On For Life Coalition launched
a public awareness campaign designed to prompt motorists not to drink and
drive, using the "Lights On For Life" theme. The campaign featured
many high-profile activities such as:
- A lapel pin designed in the shape of a car
with flashing headlights for key community leaders and media representatives
to wear
- A press conference sponsored by Houston on
the steps of City Hall, hosted by the Mayor, three City Council members,
representatives from each of the Coalition's member agencies, and victims
of drunk driving crashes. One of the victims present was Tejano singing
star and area celebrity, Little Joe, who performed for the audience. The
Mayor unveiled plans for a Lights On For Life campaign and presented a
proclamation to the Coalition designating the month of December as Lights
On For Life/Drunk and Drugged Driving (3D) Awareness Month
- The advertising company designed billboards
in Spanish and English, and displayed the billboard messages in 70 locations
throughout the state
- Broadcast and print public service announcements
for Lights On For Life were distributed to all media outlets, and Coalition
members made over 50 television and radio appearances throughout the designated
month
- The Coalition, led by AAA, conducted a "Mocktail
Mix-Off" contest among area bartenders, media, and universities, whereby
participants vied for the best non-alcoholic drink recipe. AAA also sponsored
"Operation Tipsy Tow," a free ride/free tow program, operated
throughout the designated month. All Coalition members participated in
MADD's annual Candlelight Vigil as a kickoff to the Lights On For Life
campaign on December 1
- Area law enforcement agencies supported the
Coalition's activities and conducted extra impaired driving enforcement
and saturation patrols
RESULTS
The Lights On For Life Coalition has sponsored activities each year since
its inception. During 1995, Houston Police Department statistics indicated
a 22 percent drop in impaired driving arrests from the previous yeara
fact the department attributes to increased community awareness of the problem
and increased traffic patrols. |
FUNDING |
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Section 402: |
$7,500 |
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In-kind contributions: |
$56,740 |
CONTACT |
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Sharon Johnson
Lights On For Life Coalition
Texas Department of Transportation
Houston District
P.O. Box 1386
Houston, TX 77087
(713) 8025177 |
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National Highway Traffic Safety Administration |
Fall 1997 |