The National Highway Traffic Safety Association has launched its 2019 national impaired-driving enforcement campaign, which includes a $13 million media blitz that runs through the Labor Day holiday weekend, which is one of the deadliest times of the year for roadway travelers.

For the duration of the initiative, tens of thousands of law enforcement officers across the nation will be on heightened alert for alcohol- and drug-impaired drivers. To support the law enforcement effort, a media campaign targeted to consumers will deliver a zero-tolerance message to anyone considering imbibing before or while driving.

Using a mix of television, radio, digital, cinema and social media outlets, consumers will be reminded to Drive Sober or Get Pulled Over. An additional series of ads warns motorists, If You Feel Different, You Drive Different—Drive High, Get a DUI.

Safety partners that support and participate in the NHTSA campaign include Mothers Against Drink Driving, the Governors Highway Safety Association, and the International Association of Chiefs of Police.

Fatality Analysis Reporting System data between 2011 and 2015 indicates there were 308 fatal motor vehicle crashes over Labor Day weekend every year — putting it second only to Memorial Day weekend with 312 accidents, according to Value Penguin.