More than half of the 37,261 fatal crashes in the United States occur on rural roads. This e-study draws on the work of the National Center for Excellence in Rural Safety (CERS), established by the 2005 federal transportation act. The program is a joint effort between the University of Minnesota's Hubert H. Humphrey School of Public Affairs’ CERS and the Center for Transportation Studies. Materials gathered explore the role of the media, data sources on crash facts, of academic and transportation safety agencies, of federal, state and local communities in reducing rural traffic fatalities. The case uses the work of the Toward Zero Deaths program which has identified four major focus areas (engineering, enforcement, education, and emergency medical and trauma services) for communities working to reduce traffic injuries and fatalities.