A new push to combat drunk driving is underway just in time for the busy Memorial Day weekend.

The NYPD and Department of Transportation are ramping up efforts with stern warnings and reminders to keep roads safe

It’s a message repeated every year but given the grim safety statistics, officials say it bears repeating especially before a major holiday weekend.

“Being drunk buzzed or under the influence of any substance is not just a crime, it’s a tragedy waiting to happen," says NYPD Transportation Chief Philip Rivera.

The National Highway Safety Administration reports nearly 37 people die daily in the U.S. from alcohol-related car crashes. That’s one person every 39 minutes.

Officials hope the new social media campaign - "Drunk Driving Ruins Lives. Drive Sober.” will spotlight the issue and prevent tragedies.

The DOT is also asking for state legislation to renew and extend the city’s red-light camera program. The law authorizing these cameras expires later this year.