FRESNO COUNTY, Calif. (KFSN) — Fresno County has some of the highest numbers for fatalities, often driven by high speed, distracted driving, or DUIs. But a new safety campaign is rolling out ahead of the holiday season, which can be a dangerous time of year.<\/p>\n
Fresno County sees anywhere between 9 to 12 deaths on the roadways during the holiday season alone.<\/p>\n
On Wednesday, officials announced they are rolling out their holiday traffic safety campaign for a second year, this time with proof that their investment last year made a difference.<\/p>\n
A child’s toy sprawled out on the road, alongside the stark message, “Don’t speed and drive.” This is the latest billboard, which is part of Fresno County’s new traffic safety campaign.<\/p>\n
“Speeding is the leading cause of collisions in the City of Fresno,” says Deputy Chief Burke Farrah, Fresno Police Department.<\/p>\n
Emotionally, alongside her children, Celeste Guzman recounted April 17th, 2009, the morning she lost the father of her children and teenage sister to a drunk driver.<\/p>\n
“The pain of losing them was something words barely touch, heartbreak like that doesn’t disappear, you just learn to live with it,” says Guzman.<\/p>\n
Law enforcement stood shoulder to shoulder alongside elected and education leaders to send a strong message to drivers ahead of the holiday season.<\/p>\n
The county invested tens of thousands into the campaign, brought back for a second year.<\/p>\n
Supervisor Nathan Magsig says last year they saw a 60% reduction in fatalities, so this year they are expanding to 19 billboard locations throughout the county.<\/p>\n
“What we saw is actually a correlation between the money we spent and a reduction in the number of fatalities,” says Supervisor Nathan Magsig.<\/p>\n
The billboards have three main messages: don’t drive under the influence, don’t speed, and don’t drive distracted.<\/p>\n
Authorities say these are the three leading causes of collisions.<\/p>\n
In 2023, there were 11 fatal crashes and 53 caused by drivers under the influence, and while fatalities dropped to four last year, DUIs rose to 70.<\/p>\n
“The sad thing is that DUI fatal crashes are 100% preventable,” says Captain Ian Holguin, California Highway Patrol.<\/p>\n
Last year, Fresno PD issued 15,000 speeding tickets.<\/p>\n
Alongside the campaign, law enforcement agencies plan to bolster their patrols during the holidays. But, officials hope these signs will deter drivers and decrease their number of citations.<\/p>\n
“We are not here to write more tickets; we are here to keep your family and friends alive,” says Chief Marc Ediger, Reedley Police Chief.<\/p>\n
Guzman has a message for those planning to celebrate this year.<\/p>\n
“Call a friend, call a family member, call a taxi, call an Uber, there’s always a safer way home,” says Guzman.<\/p>\n
The signs will be going up next week along heavily trafficked areas, in rural parts of the county, as well as busy city streets.<\/p>\n
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