New Mexico Agency RK Venture Asks, “What’s The Worst That Can Happen?” In Latest Driver Safety Campaign for NM Department of Transportation

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Sean Broughton directed spots urge New Mexicans to think and drive.

Albuquerque creative agency RK Venture opted for startling realism to get driver message across to drivers.

New Mexico Driver Safety campaign asks, "What's The Worst That Can Happen?"

We wanted the ‘What’s The Worst That Can Happen?’ campaign to reflect the reality of just how deadly impaired and distracted driving is,” said Richard Kuhn, executive director of RK Venture.

Albuquerque advertising agency RK Venture has created a hard-hitting public awareness campaign for the New Mexico Department of Transportation, urging drivers to use common sense when taking to the streets in their vehicles this summer. Titled “What’s The Worst That Can Happen?," the campaign consists of three spots directed by acclaimed visual effects artist Sean Broughton, each a graphic depiction of what results when drivers shirk the responsibility that comes with getting behind the wheel. Launched via a press conference with New Mexico Governor Susana Martinez, the highway safety campaign is running statewide in English and Spanish through September, as part of the state’s 100 Days and Nights of Summer enforcement program.

“We wanted the ‘What’s The Worst That Can Happen?’ campaign to reflect the reality of just how deadly impaired and distracted driving is,” said Richard Kuhn, executive director of RK Venture. “We’ve worked with Sean Broughton on several award-winning projects, and knew that his expertise with visual effects, not to mention that fact that he has collaborated with Stanley Kubrick, Spike Lee and other renowned filmmakers, would result in spots that would startle with their realism, and thus, instigate behavioral changes among drivers. We, and more importantly our client, couldn’t be more pleased with what Sean delivered.”

“What’s The Worst That Can Happen?”
Copy and paste links below to view:

DWI: bit.ly/1O3Z3O8
Seat Belt: bit.ly/1I0EeTR
Texting: bit.ly/1L6e5p4
Director's Cut: bit.ly/1gzQX5u

About RK Venture
Albuquerque creative agency RK Venture has provided award-winning advertising, design and strategic services to both private and public sector clients for thirty years. In addition to creating numerous award-winning state-wide campaigns for the New Mexico Department of Transportation (NMDOT) and the New Mexico State Fair, RK Venture created the highly successful “Chill Out – Take the Train” campaign for Metrolink, Southern California’s passenger rail system, and also recently 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 transportation and other needed services.

About New Mexico Department of Transportation (NMDOT)
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.

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Brian Carmody
Orange Media Relations
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