This award is presented to a jurisdiction for a full multi-faceted campaign over $50k. 

This award is presented at the international level.

Each agency may submit only ONE campaign.

Criteria for selection:

• Content
• Innovation
• Effectiveness

2024 Winner

Virginia Department of Motor Vehicles

Local Heroes Campaign

The Virginia Department of Motor Vehicles (DMV) secured federal funds to create fresh content for their “Local Heroes” Campaign. This initiative targets all drivers, using familiar local first responders from various areas within the Richmond region to reinforce the importance of always wearing seat belts. The message is clear: buckle up, or you might encounter them if you don’t. In collaboration with Richmond-based advertising firm, TwoTango (formally NDP), the DMV debuted the “Local Heroes” campaign in August 2023. This initiative was introduced on various platforms, including social media, broadcasts, and local radio reaching audiences throughout the Richmond region. The August campaign was able to deliver above the intended benchmark for impressions. With a $343,072 investment, the media buy resulted in a total of 25.3 million impressions across all platforms. A local news channel, WWBT/Channel 12, produced five 4-minute segments, airing them consecutively over five days within their news program. This coupled with paid media spots, extended further coverage for the campaign. The DMV is satisfied with the outcome of the “Local Heroes” campaign and will continue to utilize the concept in the long term.