27th annual

Symposium on
Alcohol and Drug Impaired
Driving Enforcement
July 13 - 15, 2015
Clearwater Beach, Florida

Driving Down DUIs: A Data-Driven

Multifaceted Approach to Reducing Tragedies

Mr. Jonlee S. Anderle

Wyoming DOT Impaired Driving Program Manager
Wyoming DOT Highway Safety Office
 Five E Model
Engineering
Education
Encouragement
Enforcement
Evaluation
 Early 2010 Failure of comprehensive DUI Bill
in the Wyoming Legislature
Summer 2010 Development of data
presentation to Laramie City Council
Fall 2010 Presentation to Laramie City
Council
Winter 2010 Adoption of Enhanced Penalty
for High BAC and Criminalization of Refusals
 33.8% of fatal crashes involved alcohol.
Drinking drivers 25-34 accounted for 29% of
alcohol related crashes
(92% were males)
A first harmful event of overturns accounted for
41% of alcohol related crashes.
85% of all alcohol related fatal crashes were
rural.
Source: Wyoming Department of Transportation, FY 2009 Problem Identification
 79% of all alcohol related crashes were urban.
23% of all Albany County fatalities were alcohol
related.
6% of all crashes (231) were alcohol related.
Alcohol was involved 67.4% of the time in
Albany County arrests from April 1 to
September 30, 2007.

Source: Wyoming Department of Transportation, FY 2009 Problem Identification

 2006 321 DUI Arrests (.160 avg. BAC)
2007 - 305 DUI Arrests (.166 avg. BAC)
2008 - 306 DUI Arrests (.162 avg. BAC)
2009 - 348 DUI Arrests (.161 avg. BAC)

Sources: Laramie/Albany County Records and Communications

Wyoming Department of Transporation, Evaluation of Alcohol Factors in Custodial Arrests
 Drivers with BAC greater than .15%
7 standard drinks for a 180 pound male
4 standard drinks for a 140 pound female
67 people killed in ARF in WY in 2008
50 of the 67 were killed in crashes involving a
driver >.15 BAC
20X more likely to be involved in ARF

Source: NHTSA Traffic Safety Facts, DOT HS 810 883

 Risk of getting caught
Risk of getting convicted if caught
Risk of serious consequences if convicted

Source: Pacific Institute for Research and Evaluation, Reducing DUI Among College Students, Result of an
Environmental Prevention Trial
 Time of Test law (WSL)
Extended Lookback period (WSL)
Calculating prior offenses (WSL)
Mandatory Ignition Interlock (NHTSA)
Graduated Charges (GCID WP)
Graduated Sanctions (GCID WP)
Criminalize Refusals (GCID WP)
Sources: Wyoming State Legislature SF19
NHTSA, Ignition Interlocks, What You Need to Know
Governors Council on Impaired Driving, http://www.impaireddrivingcouncil.org/ResearchTopics.aspx
 Overall Average age- 30.6 years old
Average Age on First Offense- 29.7
Average Age on Subsequent Offenses- 35.4
 Male- 84.2%
Female - 15.8%
 Overall Refusal rate- 30.4%
Refusal rate on 1st offense- 23.5%
Refusal rate on subsequent offense- 63.9%
 Overall First Offender 18.8%
Circuit Court First Offender 17.9%
Municipal Court First Offender 19.4%
 Overall Conviction Rate 69.9%
Circuit Court Conviction Rate 62.8%
Municipal Court Conviction Rate 74.7%
 Overall Dismissal Rate 8.0%
Municipal Court Dismissal 2.8%
Circuit Court Dismissal 15.9%
Laramie/Albany County
Wyoming Data Driven
Anti-DUI Campaign
Step 1. Who is the targeted audience
Determined from Lt. Anderles research
Primary audience demographic was 18-34 males
Step 2. What is the message to the audience
National Research- The Segmentation Company
Yankelovich, Inc. 2007 and Effectiveness of Mass Media
Campaigns for Reducing Drinking and Driving and
Alcohol-Involved Crashes, A Systematic Review 2004
*You can effect multiple offenders
*You can do negative messages, but you must leave an out.
Local Research
Developed survey for target audience -surveyed two
groups in two separate communities, 50 surveys
one focus group
 Comparative Research Results

a. drink outside the home

b. too embarrassed to ask for a ride

c. dont think about getting caught

d. same reasons fear of getting caught

embarrass family, lose license,
lose job, fines
 e. take a ride if offered- conditionally
f. didnt have a good idea how much is too much to
drink
g. what makes a difference to them feeling sure
they may get caught and knowing the consequences
of getting caught

Also asked where would they most likely get a

messageTelevision, radio, social media, bars
Step 4. Media Data ($60,000 budget)
Cost to run on stations or programs targeting
audience
Frequency saturation given budget to determine
how many themes could be presented
Determined five themes

1. Dont be embarrassed to take a ride

2. How alcohol makes you feel more confident

cannot judge yourself

3. How much is too much to drink

4. You will get caught

5. Make a plan get a ride sports connection

Step 5. Bar Research
Best ways to get a message across and
themes

Qualitative research with University of

Wyoming students
 2006 321 (.160 avg. BAC)
2007 - 305 (.166 avg. BAC)
2008 - 306 (.162 avg. BAC)
2009 - 348 (.158 avg. BAC)
2010 328 (.152 avg. BAC)
2011 290 (.164 avg. BAC) (15% refusal rate)
2012 259 (.172 avg. BAC) (16% refusal rate)
2013 226 (.180 avg. BAC) (25% refusal rate)

Sources: Laramie/Albany County Records and Communications

Wyoming Department of Transporation, Evaluation of Alcohol Factors in Custodial Arrests
 2010 2011 2012 2013
Non-Injury 986 896 731 904
Alcohol Involved 56 46 41 30
Injury 112 99 91 68
Fatal 1 0 0 0
 2010 2011 2012 2013
Alcohol
Involved 56 46 41 30
Injury 112 99 91 68
Fatal 1 0 0 0
 First Flight -May 20 through September 2
Second Flight -December through February 14
33 billboards will be running in the 7 highest
risk counties:
Sweetwater
Natrona
Laramie
Campbell
Fremont
Albany
Sheridan
Digital billboards in Cheyenne and Casper
 Running during the first period

Focuses on the summer months as those are

the heaviest time for drunk driving in
Wyoming
32 locations - each with 2 signs
Primarily placed in bar restrooms
70% of signs placed in men's restrooms - 30%
in women's restrooms
 Radio spots May 27 - February 2014 - Thursday
to Sunday
More heavily around the holidays - 4th of July, Labor
Day, Halloween, New Year's Eve and Superbowl
4 stations in Cheyenne and Casper
984 times in Cheyenne and 662 times in Casper
20 rural radio stations covering 14 counties
5,000 times
Cowboy Network placed to run with statewide
coverage on 32 stations - 5,120 times
 Drive Sober Wyoming App
Coasters/Napkins
Targeted Holiday Media
Consequences
Television/Internet Spots
 Contact Information:
Jonlee Anderle, Impaired Driving Program Mgr.
Wyoming Department of Transportation
Highway Safety Office
75 Center Street
Laramie, WY 82072
(307)760-8453
jsanderle@aol.com
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