“Mug. Shot. Mug shot. You Drink & Drive You Lose.” That is the new campaign slogan the Missouri Coalition of Roadside Safety will run in television ads during August to spread the word about the dangers of impaired driving.

The statewide campaign begins in mid August with new radio and television advertising about the dangers of impaired driving. Increased enforcement by state and local law enforcement agencies begins Aug. 15 and runs through the Labor Day Holiday.

The new television ads feature a scene in a bar with a mug of beer and a shot glass. A voiceover reminds people that if they choose to drink and drive, they will be caught and arrested. The ads end with a drunk driver having his mug shot taken after being arrested for impaired driving.

The basic premise of the ads is to make people realize that impaired drivers will be caught and will pay for their actions.

“People need to realize there are legal consequences to drinking and driving,” said Leanna Depue, Highway Safety Division director. “It may only take one or two drinks to be impaired and get arrested. The new television ads do a great job of spreading the word that law enforcement are on the lookout for impaired drivers.”

Driving while intoxicated is one of the most common violent crimes in the state, randomly killing or injuring someone in Missouri every one and one-half hours. These tragedies are preventable when drivers make a simple, smart choice not to drink and drive.

“Every year people in Missouri die because another person chooses to drink and drive,” stated Captain Tim Hull of the Missouri State Highway Patrol. “In 2007, 243 people were killed and 4,889 were injured in drinking-related traffic crashes. The patrol is committed to working with the public and other law enforcement agencies to find and arrest impaired drivers.”

Think Before You Drink:

Consider some of the consequences if you choose to drive under the influence.

• If you cause a fatal crash while intoxicated, you can be charged with Involuntary Manslaughter, a felony resulting in up to seven years of jail time and a $5,000 fine.
• Even if you live, you will have to live with the fact that you killed someone else.
• Your license can be suspended for 90 days on your first conviction. You could be fined up to $500 and spend six months in jail.
• A second conviction results in a yearlong revocation of you license. You could be fined up to $1,000 and spend a year in jail.
• Minors may additionally be subject to a minor in possession citation, resulting in license suspension for 90 days for a first offense. This is in addition to any suspension resulting from “point assessment” on an alcohol conviction.
• Insurance coverage will be difficult to find and your rates will be significantly higher.