When hundreds of thousands of deer hunters hit the highways in Wisconsin this weekend, they'll be reminded at the gas pump to stay sober while behind the wheel.
The Wisconsin Department of Transportation is teaming up with the Wisconsin Petroleum Marketers and Convenience Store Association to install 150 gas pump topper signs at convenience stores throughout the state.
The signs feature an orange-clad bearded hunter becoming an orange jail uniform-clad bearded inmate because he didn't stay sober heading out to the hunt.
"Since many motorists stop at WPMCA member stores for gas or supplies, it just made sense to raise awareness of the dangers of drunken driving and help reduce traffic deaths in Wisconsin," said Ken Kearns, chairman of the WPMCA, in a DOT news release.
The nine-day gun deer hunting season starts at dawn on Saturday and ends at dusk on Sunday, Dec. 1.