The billboard reads "Santa is coming to town. Please don't hit him". It's this year's Erie County Sheriff's Office anti-drinking and driving campaign, part of what they call the P-X 2010 program.
"Our main goal today is heightened enforcement during the holiday season and another goal is to let people know there is a continuing effort of all service providers in Erie County on underage drinking," Michael Licata with the Erie County Sheriff's Office said.
The Sheriff's Office held a press conference to announce their continued efforts while also recognizing "National Drunk Drugged Driving Prevention Month" focusing on underage drinking.
"Our PX 2010 is taking a bunch of individuals from different backgrounds and try to share with other communities about what's working and being done somewhere else so we can come up with, together across Erie County, a way to stop this before we have any more unnecessary tragedies," Sheriff Tim Howard said.
The Sheriff's said there is only so much the department can do. Combating underage drinking starts in the home with parents.
One program targeting teen drinking brings parents into the schools to talk about how they can help their children say no to drugs and alcohol.
Dr. William Wieczorek with the Center for Health and Social Research at Buffalo State College said locally these programs are working.
"We know that underage drinking continues to be a problem national and locally. But we do know in Erie County we're doing a bit better on average along with New York State on underage drinking where are rate is about five percent lower and one of the reasons is coordinated prevention efforts," Wieczorek said.
The Sheriff said the bottom line is to keep people of all ages safe, showing that drinking and driving just doesn't mix.
If you see underage drinking happening, you can call the tipline at 1-800-851-1932.
