COLUMBIA — In the weeks prior to Labor Day, state and local law enforcement agencies will intensify their efforts to crack down on drunk driving and reduce DUI-related traffic deaths in South Carolina.

The campaign also will continue the emoji concept that began with billboards earlier this summer.

Summer is typically one of the deadliest seasons on the highways. Statistics show about a 14 percent decrease in fatalities this summer compared to 2015.

So far, 199 people have died traveling South Carolina roadways this summer compared to 231 motorists in 2015.

Additionally, highway fatalities are down for the entire year compared to last year at this time. Since January, 582 people have died compared to 601 last year at this time.

The impaired driving crackdown will include a unified enforcement component as well as alternative advertising such as DUI messages on ice boxes, gas pumps, billboards and box trucks.

The Sober or Slammer! campaign will expand the department’s use of emojis to include a television public service announcement about the consequences of driving while impaired.

The enforcement blitz – part of the Sober or Slammer! campaign – is spearheaded by the S.C. Department of Public Safety with the cooperation of local enforcement agencies statewide and runs from today (Aug. 19) to Sept. 5.

The goal is to reduce the number of crashes and fatalities caused by motorists driving under the influence of alcohol and/or drugs.

SCDPS began the initiative with billboards that showed an emoji symbol of two mugs of beer plus a car, which equaled a police car. The idea: you drink and drive, you go to jail. This emoji concept caught motorists’ attention. As a result, SCDPS has further expanded the emoji story line to a television public service announcement.

The new public service announcement shows two young men in an emoji car as they get pulled over by Highway Patrol Sgt. Bob Beres, also known as “Trooper Bob,” in his emoji police vehicle. The spot ends with Trooper Bob leading the DUI suspect to his patrol vehicle to place him under arrest.

Staff Report