License to Drive

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2014

The “License to Drive” program is an integrated multi-cultural marketing and communications program featuring branded collateral, rich digital resources, events, video, print, digital and radio promotion as well as a comprehensive community outreach plan. Comprised of three public education campaigns rolled out in phases over a four-year period, the program has served the more than 1.3 million residents of Palm Beach County well in fulfilling their driver license, ID card, driver safety and REAL ID needs. Each campaign serves to educate and inform the public of vital services, and state and federal laws affecting them. The first campaign was the launch of driver license and ID card services at select Palm Beach County Tax Collector offices. The second campaign built upon the program by adding customer tools, intuitive messaging, a redesigned website and increased client and community engagement. The third campaign was designed specifically to alert clients of the federal REAL ID Act that set new documentation standards for the issuance of driver license and ID cards. With this campaign, the public was alerted to quickly approaching deadlines to meet this federal requirement and resources to help them easily meet the new requirements.