The vehicle is part of the "Hope Hits the Highway" campaign, a collaboration between Keller Logistics Group, Facing Fentanyl/ARMOUR Families, and the American Trucking Associations Trucking Cares Foundation. Behind the wheel were Keller Driver Ambassadors Evette Montoya and Geneva Gausman, who transported the truck from Defiance, Ohio, to mark a crisis that claimed approximately 48,000 American lives in 2025.
Keller Logistics brings fentanyl awareness to Times Square
A tractor-trailer emblazoned with the face of 19-year-old Jayden Miller idled in Times Square on August 20, turning the heart of New York into a focal point for National Fentanyl Prevention and Awareness Day. The truck stands as a mobile memorial to Miller, who died from fentanyl poisoning.
Bryan Keller, CEO of Keller Logistics, stood with grieving families at the site, noting that the initiative began after a client asked the company to share her son’s story. The rig serves as more than a memorial; it is equipped with naloxone and overdose response materials. Keller has trained 20 drivers across its fleet to identify overdose symptoms and administer life-saving aid. By positioning trucks as mobile response units, the company aims to leverage the highway network—where drivers frequently encounter vulnerable populations—to combat the rising death toll.
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