The Rapid Response Initiative (RRI) is the Zero Fatalities program’s response to multiple traffic fatalities within an abbreviated timeframe. RRI has multiple components, each acting as their own opportunity to engage, educate, and spread awareness about the fundamentals of traffic safety in Nevada and the frequency of traffic violence in our communities. Once multiple traffic fatalities occur, the Zero Fatalities Marketing, Public Relations, and Social Media teams respond emergently and with a coordinated effort, upon activation of RRI.
The goal of RRI is to provide a timely response that shows respect for each life lost, while engaging the public to participate in the conversation and in behaviors that will allow us to reach Zero Fatalities by 2050.
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