Local and state officials are intensifying efforts to keep North Carolina roadways safe during the busy holiday travel season with the launch of the Governor’s Highway Safety Program’s Holiday “Booze It & Lose It” campaign.

The statewide initiative focuses on reducing drunk and drug-impaired driving through heightened law enforcement and public awareness. From now through Jan. 4, law enforcement agencies in all 100 North Carolina counties will increase patrols and conduct sobriety checkpoints to identify impaired drivers and prevent crashes before they occur.

“Far too often, people make poor decisions that have serious and sometimes deadly consequences,” said Mark Ezzell, director of the North Carolina Governor’s Highway Safety Program.

Impaired driving continues to claim lives across the state. According to state data, 361 people were killed in more than 11,000 alcohol-related crashes in North Carolina last year.

Officials warn the risk increases during the holiday season, when celebrations and alcohol consumption are more common. The Booze It & Lose It campaign aims to deter impaired driving by reminding motorists that enforcement will be visible, aggressive, and widespread throughout the holidays.

Safety leaders encourage drivers to plan ahead by designating a sober driver, using a taxi or rideshare service, or arranging another safe ride home when alcohol is involved.