CHP Spreads Sober Message to the Latino Community

Although the war on drunk driving has been showing signs of success over the last decade, Latinos still account for a disproportionate number of DUI arrests in California.

Latinos represent 22% of the state’s adult population, but account for 38% of drunk driving arrests--about 98,850 of the 260,150 people arrested--according to a Department of Motor Vehicles study to be released in January.

To combat the problem, several organizations have programs targeting Latinos, who they say were not getting the message from the mainstream programs.

The California Highway Patrol attempts to appeal to Latinos with “El Protector,” a superhero-type character who is portrayed as a calm, benevolent figure with an understated macho presence.

The figure, usually portrayed by a CHP officer dressed in a black leather jacket and sunglasses, wearing a mustache and slicked-back hair--or whatever fashion statement is considered cool at the time--visits parades, fiestas and other events, spreading the word in Spanish about the dangers of drinking and driving. In Los Angeles, CHP officers opt for a more button-down image, dressing in a business suit or police uniform, but their message is the same.

CHP Fresno Chief John Anderson and Sgt. Roy Huerta created the character in 1988. Huerta, the first El Protector, said the program has seven full-time El Protectors, and about 40 part-time CHP officers who portray him throughout California.

El Protector, whose image was inspired by Zorro, has become popular with Latinos, leading the CHP to feature El Protector in comic books for children.

“He’s becoming the Smokey the Bear of traffic safety for Hispanics,” said Paul Snodgrass of the National Highway Traffic Safety Administration.

“Si toma, no maneje” (If you drink, don’t drive) is a 1989 pilot program created by the Office of Traffic Safety, which targets newly arrived Latino immigrants.

Using Spanish and English language fotonovelas, or pictorial stories, and videos and work sheets, the program teaches Latino immigrants the consequences of drinking and driving as part of the curriculum for English as a second language classes. This summer, the program was tested in 33 Los Angeles Unified School District ESL classes, the state prison system and adult schools. The program, managed by the Century Council, a nonprofit organization, has a $1-million advertising campaign--including billboards, posters, stickers and buttons--to get the message across to Latinos nationwide.

Both programs have been adopted by other states including Arizona, New Mexico and Texas.