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At the end of 2013, Kentucky’s traffic fatality rate was the lowest since 1947. Now, the state is on pace to beat that rate this year.

To date, 563 people have died on Kentucky roads so far this year, according to the KSP website. That’s one dozen fewer deaths when compared to the same time last year.

Kentucky State Police officials are hoping a new campaign will continue the downward trend. The “Finish Strong” campaign began Nov. 1.

The data-driven strategy places enforcement details in high crash zones where fatalities have occurred. It’ll urge motorists to wear seat belts, reduce speed, refrain from distractions and never drive drunk.

The agencies will also use social media to send traffic safety messages with the hashtag “FinishStrongKY.”

The effort will continue through the holidays, officials said.

KSP is partnering with the Kentucky Office of Highway Safety and the Federal Highway Administration to promote the campaign.