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.

The Southeast New Mexico (SENM) Traffic Safety Campaign

RK Venture, in collaboration with the New Mexico Department of Transportation (NMDOT) and the office of Governor Susana Martinez, has launched a campaign to bring awareness and educate drivers to the dangers specific to Southeast New Mexico. The long term goal is to change the behavior of drivers so that they are more alert, informed, follow the law, and employ strategies to help keep them and others on the road safe.

The Southeast New Mexico (SENM) Traffic Safety Campaign was launched in response to the large increase in traffic deaths in the area. As business has increased for the oil and gas industry, more tankers and commercial vehicles are taking up the roads. In Southeast New Mexico, 86 percent of fatalities involving trucks are not the trucker’s fault. Driver alertness is critical. Through brochures, radio spots, billboards, rack cards, posters and merchandising, we are getting the word out to pass with care, slow down, don’t tailgate, drive safely, etc. We’re educating drivers with facts about how long it takes a truck to come to a stop, strategies for passing cars and trucks and more.

In Lea County, non-alcohol related fatalities have tripled from 2013 to 2014. They have gone up in Eddy County as well. Through an aggressive campaign, we intend to get these numbers down. Lives depend on it.

Rachel Kennedy