Dozens of people lined one of the valley's busiest streets to take a stand against drunk driving.
"This is the start of something very big in this valley. The goal is obviously to eliminate or drastically reduce DUI," said Dr. Far-Go Khoury, who formed Shutdown Drunk Driving in October after the passing of his friend and colleague, Celena Nava.
Nava was struck and killed by a drunk driver while jogging with her friend in Coachella.
"Obviously I'm doing it for my friend, and people are doing it for their daughters, their sons. Obviously there's some grief with that but at the end of the day we're here to honor them and fight for a solution," Khoury said.
Supporters shared their stories with one another; friends and families uniting in memory of their loved ones.
Marisol Delgado lost her 4-year-old niece in an accident involving a drunk driver last April.
"A 21-year old celebrating his 21st birthday and he also perished during the accident. We're not telling people don't drink, we're telling people to be responsible," Delgado said.
Khoury hopes drivers passing by got a visual of just how many people this issue affects in our valley.
"The Coachella Valley has the most DUI per capita. I've only been here a year and a half and I've already lost two of my friends lose their lives prematurely to DUI," he said.
And that it'll make people think twice the next time they've had a few drinks and want to get behind the wheel.
"You want a clean conscience and you want to make this world a better place so be part of the solution," Khoury said.