RK Venture

Blog Entry

ZeroProof, New Mexico’s underage drinking awareness campaign, is getting national attention. RK Venture’s campaign combats the serious problem of underage drinking which can cause a host of problems including traffic fatalities and crashes.

Last year the New Mexico Department of Transportation (NMDOT) presented at the 2017 Strategic Communications Forum in Washington D.C. to communicate our state’s plans and network with our colleagues. The National Law Enforcement Liaison Program (NLELP) were impressed by the ZeroProof campaign, its unique positioning and strategy, and chose to publish it as their lead article in the Law Enforcement Liaisons (LELs) newsletter, a publication whose mission is to promote national highway safety programs, initiatives and campaigns.

Good Parent, Bad Parent

RK Venture’s My Instead! campaign, as part of our NMDOT endeavors, is about choices, choosing other activities besides drinking. Whether it’s gymnastics, playing the guitar, drawing or DJing, there are lots of cool things kids can do that don’t involve alcohol. Kids have been the main target of this campaign. Through different spots, interactive videos where kids share their stories, and through overall awareness and education programs, our goal is to reduce early initiation of alcohol and provide alternative scenarios to drinking.

This time, however, we’re targeting the parents. Our new spot, “Good Parent, Bad Parent”, focuses on their responsibility as role models. Kids learn behavior by example. The bond of trust between a parent and child is key. The initial foundation of drinking habits falls heavily on good parenting. According to research conducted for the The National Center on Addiction and Substance Abuse, “teenagers who have seen one or both of their parents get drunk are more likely to get drunk than those teenagers who haven't seen their parents drunk.”

CLICK HERE: To read more about parent's influence on drinking.

The My Instead! “Good Parent, Bad Parent” spots illustrate the importance of parent's good habits and the effects it has on their children.

Learn more about My Instead! on our website:

WATCH: Good Parent, Bad Parent Spot

Rachel Kennedy