State kicks off new anti-DWI campaign

SANTA FE — New Mexico’s passion for soccer takes center field in a new statewide End Drunk Driving in New Mexico (ENDWI) campaign urging drivers to “make the right call.”

Timed with the excitement surrounding the World Cup and the continued support for New Mexico’s professional United Soccer team, the campaign introduces a memorable new spokesperson, Dirk Van Der Fluit, Driving Referee. Dirk is an enthusiastic, whistle-blowing soccer official who steps in just as an intoxicated fan prepares to drive home. After issuing a yellow card, he confiscates the driver’s keys and hands them off to a designated driver.

For the first time ever, we are also adding local star power, New Mexico United players Kris Shakes (goaltender) and Valentin Noël (midfielder) also appear in the campaign. Their message is simple and direct: If you’ve been drinking, don’t drive. The campaign also encourages friends, family, and bystanders to speak up when someone is about to make an impaired decision behind the wheel.

The new videos build on the success of the original spots, pairing the players with Dirk to extend the theme across drunk driving, distracted driving, and speeding. In the distracted driving video, Noël scores a goal and celebrates by making the “phone down” hand signal, turning a real on-field moment into a simple reminder to put the phone away when driving.

Impaired driving remains one of New Mexico’s most persistent traffic safety challenges. According to the most recent NMDOT crash data, 177 people were killed in alcohol-involved crashes in 2024, the second-highest total in the past decade. Alcohol played a role in more than 40 percent of all fatal crashes.

By blending soccer culture with a relatable, comedic character, the campaign aims to make safety messaging more engaging, memorable, and shareable. It reinforces the importance of planning ahead, choosing a sober driver, and looking out for one another.

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