ShopRite stores in South Jersey that are operated by Village Super Market, Inc., are helping to raise funds for the John R. Elliott HERO Campaign for Designated Drivers during August.

During the month, ShopRite cashiers will ask customers if they wish to purchase a $1.00 ‘HERO Ribbon’ as they go through checkout.

The ShopRite locations operated by Village Super Markets, Inc., in South Jersey are located in Somers Point, English Creek in Egg Harbor Township, Marmora and Rio Grande. Village Super Markets owns and operates 29 ShopRite stores in New Jersey, Maryland and Pennsylvania.

Over the past two years, Village ShopRite stores have donated more than $18,000 to the HERO Campaign through the ribbon sales.

The HERO Campaign, a non-profit based at The Richard Stockton College of New Jersey in Galloway Township, N. J., promotes the use of ‘safe and sober designated drivers’ to prevent drunk driving tragedies.  John R. Elliott, who had graduated from the U.S. Naval Academy two months before, was killed by a drunk driver on July 21, 2000, while driving from Annapolis, Md., to his home in Egg Harbor Township to celebrate his mother’s birthday. The HERO Campaign was founded that year by John Elliott’s parents, Bill and Muriel.

According to the National Highway Traffic Safety Administration, 33,561 people died in traffic crashes in 2012 in the United States (latest figures available), including an estimated 10,322 people who died in drunk driving crashes, accounting for 31% of all traffic deaths that year. In New Jersey, 164 people died in alcohol-related crashes in 2012.

Over the past 14 years, the HERO Campaign has grown into a major initiative to prevent drunk driving. The Philadelphia Phillies, New York Giants, and New England Patriots all support the campaign by registering designated drivers and serving them free soft drinks at their stadiums. The campaign is now active in seven states.