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.

ZeroProof, New Mexico’s underage drinking awareness campaign, is getting national attention.

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 National Law Enforcement Liaison Program (NLELP) is a program set up by the National Highway Traffic Safety (NHTSA) and the Governors Highway Safety Association (GHSA) as a way to enhance communications among Law Enforcement Liaisons (LELs). LELs promote national highway safety programs, initiatives and campaigns.

It’s important that all state and national highway safety efforts be coordinated in order to make messaging more impactful. That’s why we are always looking to see what’s happening on the national level when developing our campaigns to coordinate our launches to best fit the market.

Other campaigns pioneered by RK Venture have been adapted and repurposed by more than a dozen states. Let’s hope this one catches on, too.

Rachel Kennedy