In Colorado, 150 people are killed in alcohol-related auto accidents every year, and more than 26,000 people are arrested for DUI, according to the CDOT website. Sam Cole, safety and communications manager for CDOT, explained that it was important to create this bilingual PSA to not exclude Hispanics from messaging about driving impaired, especially younger people who are more at risk for impaired driving. The median age of Hispanics in Colorado is 27 years old, versus non-Hispanic whites, whose median age is forty years old, which demonstrates the importance of getting this message to the younger Hispanic demographic.
“The challenge was to create a culturally and linguistically appropriate way to reach this demographic,” Cole says. “We were looking for someone who could communicate and connect. We looked to celebrities, which led to rock bands, and Miguel [Avina] jumped at the opportunity when we reached out.”
Avina, lead singer and guitarist of Denver-based band iZCALLi, which was the featured band at Westword's Tacolandia event, has been delivering a similar message at his own shows about partying responsibly. At the close of iZCALLi concerts, Avina will typically thank everyone as the band says goodnight and encourage fans to “make sure you get home safe” or “make sure we see you again.” Avina explains that these announcements at the close of the show are not to shame people about drinking, but rather are focused on making the right decision in getting home safe.