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An image from the Virginia DMV's new 'What's the Damage?' safe driving campaign. (Courtesy Virginia DMV)

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With holiday festivities in full swing, Virginia Gov. Glenn Youngkin is reminding residents to prioritize safety and plan for sober rides home. The governor's warning comes as part of the "Drive Sober or Get Pulled Over" campaign, an initiative that sees increased law enforcement efforts to combat drunk driving throughout the state.

From Dec. 11 through Jan. 1, 168 Virginia law enforcement agencies will be actively engaged in the campaign, conducting 761 saturation patrols and 82 sobriety checkpoints across the state. The initiative aims to curb drunk driving and ensure the safety of all road users during the holiday season.

"Every drunk driving fatality, injury, crash and arrest is 100% preventable," Youngkin said, urging Virginians celebrating with alcohol to prioritize safety by arranging for designated drivers or utilizing alternative transportation.

This year's campaign features a new public awareness initiative, "What’s the Damage?," utilizing television and radio advertisements to highlight the consequences of drunk driving. The campaign, supported by a grant from the VDMV to the Washington Regional Alcohol Program, aims to change attitudes and behaviors surrounding impaired driving.

Between Thanksgiving Day 2023 and New Year’s Day 2024, 466 people were injured and 13 died in alcohol-related crashes on Virginia roadways, according to the governor's office. While the total was a decrease in fatalities from the previous holiday season, officials stressed the importance of continued vigilance.

Virginia Secretary of Transportation W. Sheppard Miller III echoed the governor's sentiments, emphasizing the importance of designated drivers and safe ride planning.

"One simple decision can save lives and prevent heartbreak," Miller said. "Together we can keep the roadways safe and help all Virginians arrive alive."

As part of the campaign, Virginia State Police will also be actively engaged in Operation CARE (Crash Awareness Reduction Effort), a nationwide program aimed at reducing traffic accidents caused by impaired driving, speeding, and seatbelt violations. Virginia State Police’s participation in Operation CARE runs from Dec. 13 to January 1, 2025.