BOZEMAN, MONTANA – 6/23/2026 – This year Rural Road Safety Awareness Week (RRSAW), July 13–17, spotlights the unique challenges of rural travel, highlighting the range of transportation modes on rural roads and the life-saving strategies all of us can do to improve safety for all road users.
This year’s theme is, “The Rural Modes.”
In 2024, 39,254 people died in traffic crashes, with 41 percent (16,006) of those crashes occurring on rural roadways, when only 20 percent of the population lives in rural areas and 31 percent of vehicle miles travel occur in rural areas.
Understanding the multiple modes of rural travel can help inform safety actions for everyday drivers and the practitioners who design and maintain rural roadways. If we all put our efforts together, we can drive serious injury and fatal crashes to zero.
Further, the Safe System Approach reminds us that humans make mistakes. RRSAW 2026 is about raising awareness of what we can do to ensure those mistakes do not result in loss of life on rural roadways.
“Fewer vehicles, fewer lanes, beautiful scenery—it can be easy to perceive that rural roads are without dangers,” said Jaime Sullivan, director of the National Center for Rural Road Safety (the Center). “But the truth is, and the data shows, the risks are real.”
‘With multiple modes of travel, from everyday vehicles to less common ones like horse and buggies, rural communities face unique safety challenges. We must always remember, regardless of the mode of choice, our goal is to arrive safely.”
This year’s video game-inspired campaign encourages everyone to make every mile count toward zero. Here are the daily themes:
- Monday: Roadway Regulars
- Tuesday: Micro Movers
- Wednesday: Big Movers
- Thursday: Route Runners
- Friday: Uncommon Cruisers
Campaign assets will include: social media graphics, downloadable posters, a proclamation template, customizable news release, and other resources.
For more information about Rural Road Safety Awareness Week, visit the National Center for Rural Road Safety’s RRSAW campaign page. Follow the National Center for Rural Road Safety on X, Facebook, and LinkedIn. The campaign will use the hashtag #RRSAW2026.
Assets will be available in July online at ruralsafetycenter.org. As always, feel free to contact us with your questions, comments, or notices of participation at info@safetycenter.org.
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Media contact:
Kevin Elliott
Marketing Manager