Central-issue driver's license campaign wins national AAMVA award

ITD’s concerted efforts to inform the public and county partners about changes in issuing driver’s licenses received an international award recently.

The media campaign and ensuing public exposure earned first place in the 2012 PACE award from the American Association of Motor Vehicle Administrators. The award will be presented in August at the annual AAMVA international conference in Charlotte N.C.

The Langdon Group submitted the award application on behalf of ITD. It was a major partner in creating the process to inform the public and county licensing offices of the move to issue driver’s licenses from a single, central location.

“The overall philosophy and strategy was to provide clear and consistent messages in all communications – from a brochure or palm card to the information a reporter accessed for the nightly news broadcast,” according to a project summary by the Langdon Group.

Several types of materials were available to all news media and the public, including:

  • Video interviews with a local county driver’s licensing office manager and the ITD Division of Motor Vehicle Administrator
  • Audio clips of those interviews
  • Background video of an activity at a county DMV office
  • High-resolution sample images of the new licenses and identification cards
  • An information brochure in pdf form
  • News releases customized to each of Idaho’s six districts, and
  • An informational “InMotion” online video

ITD and the Langdon Group also used social media options extensively to share the message with stakeholders.

“Using an electronic media kit streamlined the process for distributing information to the public via the news media,” according to the consulting group. “The process made it simple for reporters and editors to access the information and images according to their deadlines, and minimized the amount of repetitive follow-up required by ITD staff.”

The ITD/Langdon entry, “Idaho Driver’s License Central Issuance Electronic Media Kit,” was submitted in the Print or Electronic Media Kit category and received the highest score in Division V.

Published 6-1-2012