RK Venture

New NMDOT "Life Of The Party" Anti-DWI PSA Encourages New Mexicans To Look Out For Each Other

New NMDOT “Life Of The Party” Anti-DWI PSA
Encourages New Mexicans To Look Out For Each Other

Arrange a ride for someone who has had too much, and ensure everyone gets home safe. 

Contact: Brian Carmody

Albuquerque, NM – Courtesy and common sense are alive and well in the latest anti-DWI PSA created for NMDOT by Albuquerque advertising and design firm RK Venture. In the spot titled “Life of the Party,” a perceptive club patron saves the day (and potentially lives) by arranging a ride home for a fellow reveler who has had one-to-many. Timed to remind those planning to celebrate Cinco de Mayo to do so safely, the spot will air in English and Spanish throughout the state beginning April 30, and will run through May 6. An extended version of “Life of the Party” will feature on ENDWI.com, NMDOT’s DWI resource site, and will be promoted via social media. 

 “With numerous ride options available, there is no reason for New Mexicans to put themselves or others at risk by drinking and driving when celebrating Cinco de Mayo or at any other time,” said Richard Kuhn, owner and executive creative director of RK Venture. “This spot serves as a reminder that many community SafeRide programs exist in New Mexico, not to mention Uber, Lyft, and traditional taxis. By utilizing these services for yourself or for someone else who is impaired, you’re helping to keep our streets safe.”

ABOUT RK VENTURE (rkventure.com)

The award-winning RK Venture team has provided stellar advertising and strategic services to both private and public sector clients for thirty years. In addition to creating numerous award-winning statewide campaigns for the New Mexico Department of Transportation (NMDOT) and the New Mexico State Fair, RK Venture created the highly successful "Take the Train” campaign for Metrolink, southern California’s passenger rail system. The team also collaborated with LA Metro (Los Angeles County, CA bus and rail system) to develop a mobile component to LA County's Vetsgo511 website, which connects military veterans with needed services, and conceived and produced the celebrated “Awesomazing" multi-platform campaign for RCN, an industry-leading high-speed internet, digital TV and phone service provider.

About NMDOT & ENDWI (endwi.com)

NMDOT‘s mission is to provide a safe and efficient transportation system for the traveling public, while promoting economic development and preserving the environment of New Mexico. NMDOT’s ENDWI campaign is a cross-government effort involving NM State Police, the Department of Transportation, the Governor’s Office, and local and county police, which works to raise awareness around the issue of drunk driving in New Mexico.


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