I'm not sure either, but the 6th annual National Teen Driver Safety Week is taking place from 10/14 through 10/20. (http://www.teendriversource.org/more_pages/page/get_behind_national_teen_driver_safety_week_ntdsw_/teen)

It's still possible that R2L may have already planned something for that week. Maybe the campaign will start but just not the 1st concert yet.

I'm just speculating..