Florida Department of Highway Safety and Motor Vehicles - Kidd Group

Florida Department of Highway Safety and Motor Vehicles.

Gather. Go. Get. Campaign in response to the federal implementation of Real ID: Kidd Group was selected to produce a public awareness campaign for DHSMV that was arguably one of the broadest reaching efforts of its kind in the history of the organization. A campaign was needed to communicate with every single identification card (ID) and driver license (DL) holder in the state of Florida, or anyone wishing to obtain one of these documents and to educate them on the new requirements that take place on January 1, 2010. For Florida citizens, these new requirements required them to Gather appropriate documentation of their birth, citizen status, and residential address, Go into a driver license or tax collector office with these documents to Get their new ID or DL. Kidd Group met with tax collectors, DHSMV front-line employees and customers of the Department early in the process to gain a broader understanding. The campaign created is clean, direct and clear. Just what was needed for this complex issue. Campaign materials consisted of collateral pieces, campaign website, communication plan, aggressive community outreach, advertising and various interactive solutions. Since the launch, the campaign has been well-received by the public and DHSMV are reporting that individuals are showing up with the required documents even today, well in advance of the required date. All materials were created in English, Spanish and Creole.