The National Highway Traffic Safety Administration has unveiled its new drunk driving slogan. Titled "Drunk Driving. Over the Limit. Under Arrest.", this slogan replaces the previous "You Drink and Drive. You Lose." campaign. The new slogan was developed with direction from the American Beverage Institute. The American Beverage Institute pointed out that the previous slogan did not adequately reflect the fact that responsible drinking and driving is legal in all 50 states. While emphasizing that it is committed to reducing the number of drunk drivers on the road, the American Beverage Institute feels that the new slogan recognizes the legitimacy of the 40 million adults who drink responsibly and legally prior to driving. This campaign is supported by $11 million in paid national advertising to put motorists on notice that there will be a greatly increased police presence looking for drunk drivers through the Labor Day weekend, the last holiday weekend of the summer season.