Catch a Ride,
Not a DUI -
Most Drive Sober

Celebrating the positive choices that most young adults in Yakima County already make when it comes to driving responsibly.

94%

DRIVE SOBER!

What is the "Catch a Ride" Campaign?

In partnership with the Washington Traffic Safety Commission, Safe Yakima Valley (SYV) has launched a new public awareness campaign, “Catch a Ride, Not a DUI – Most Drive Sober.” The campaign celebrates the positive choices that most young adults in Yakima County already make when it comes to driving responsibly.

The vast majority of Yakima County drivers, including drivers aged 16-26 years old, do not drive under the influence. Yet, local community members overestimate the number of people who drive under the influence. These misperceptions have been shown to increase permissiveness or acceptance of use-related behaviors. This project seeks to correct misperceptions about Yakima County young drivers who drive under the influence by identifying the actual behavioral norm and effectively communicating the actual norm to the population of interest through targeted social norms marketing. In addition to identifying the actual norms, this project seeks to also promote a “norm” where young adults don’t drive impaired, young adults seek safe alternatives to driving impaired, and/or young adults take action to keep their friends and loved ones from driving impaired – because these are the ACTUAL norm of local drivers. The campaign features findings from the 2025 Yakima County Anonymous Impaired Driving Survey which gathered responses from 300 local young adults ages 16-26 as well as a series of local focus groups, many of whom identified as American Indian/Alaska Native or Hispanic.

This campaign aims to generate messaging that will resonate with Yakima County youth and that addresses the unique aspects of messaging in a largely rural community with greater populations of Hispanic and American Indian demographics. Ultimately, the goal is to reduce impaired driving by young adults in Yakima County.

94%

DRIVE SOBER!

What is Positive Norm Messaging?

Safe Yakima's impaired driving campaign is based on social norms theory, which maintains that our individual behavior is strongly influenced by our perceptions and attitudes of our peers. If people think harmful behavior is typical among their peers, they are more likely to engage in it. Alternatively, if they think safe behaviors are the “norm”, then they are more likely to engage in safe behaviors. This evidence-based approach focuses on correcting people's misperceptions about peer norms to increase positive behaviors. Research has shown that once misperceptions are corrected, behavior change follows. When people are exposed to messages that highlight the positive, true norms that most of their peers make healthy choices, they are more likely to take part in those positive behaviors. Through targeted social norms marketing, the campaign reinforces the positive driving behaviors of local young adults, while also promoting safe alternatives to driving impaired - such as planning ahead, choosing a rideshare, or relying on a sober friend.