3W Studios

DHSMV: Gather Go Get

The Florida Department of Highway Safety and Motor Vehicles engaged Kidd Group and 3W Studios to undertake a statewide awareness campaign for the Division of Driver Licenses.

The campaign required careful consideration of messaging, and had to convey a call to action without creating unnecessary concern or a rush to renew licenses. A key date of January 1, 2010 drove the messaging.

The resulting campaign involved a multi-agency communications effort and a phased launch approach. The primary partners were Florida's Tax Collectors, front line partners who deal with licensing on a daily basis. Secondary partners included all state agencies and other community organizations that could reach target audiences.

All the material was created in English, Spanish and Creole, and through the partner network was distributed across the state.

The campaign website features a customizable checklist that lets users create a full printable list of documents they need to bring with them. As some of the documents can be difficult to obtain, there is also information on how to get copies of the most important documents. The site also features a searchable database of locations and their services.

3W Studios also provided design services for the main Driver License website, and supported the campaign with a partner website and email marketing efforts.