I think they're wrong to do this, because the worst potential outcome of drunk driving is so devastating and catastrophic that it's personally optimal to eliminate that risk to zero. But the fact is that this isn't really how humans weigh risk.
Obviously anti-drunk-driving campaigns have been somewhat effective. People take this problem more seriously than they did 40 years ago. But I wonder if we aren't at a point of diminishing returns. Some people are going to drive drunk, no matter how many times you tell them to take an Uber.