2024 Winners
International and Region 4
Colorado Division of Motor Vehicles
Safety and Service: Reflecting on 10 Years of the Colorado Road and Community Safety Act
In 2013, then Gov. John Hickenlooper signed the bipartisan Colorado Road and Community Safety Act (CO-RCSA), which provided undocumented Coloradans and international students a way to obtain a driver license or ID card. To celebrate its 10th anniversary and announce the program’s expansion, the announcement’s messaging had to provide historical context, nuance, accuracy and most of all heart. The CO-RCSA 10th anniversary press release was issued June 2 in English and Spanish, and it expertly lays out the program’s history, tying the here and now to the past without detracting from the newsworthiness of the release. The DMV stuck to facts and historical data, allowing quotes from those affected personally by the program to tell how it has improved their lives. The release also featured comments from Gov. Jared Polis and Sen. Hickenlooper and photos and videos in its media kit. State, national, and international news outlets widely covered the event, garnering about 20 instances of earned media, including several news packages, while the DMV Comms team produced an event press release (Spanish), several high-quality photos and b-roll.
Region 1
New Jersey Motor Vehicle Commission
NJMVC Press Release
In March 2023, the Motor Vehicle Commission distributed a news release announcing multiple service improvements that would benefit the more than 6 million drivers in New Jersey. The first part of the release announced the implementation of a law that provided drivers with the option of receiving and displaying an electronic proof of vehicle registration. The second part of the release elucidated on the aspect of the law that allowed drivers of certain leased auto passenger vehicles to directly receive and renew their annual registrations, bypassing the need to acquire a POA or additional paperwork from the lessor. Closing the release, the Commission announced the conversion of additional locations to “hybrid agencies” that could process license and vehicle transactions in one place, and explained the overall rationale for “hybrid agencies.” This news release aimed to succinctly communicate three positive improvements in NJMVC services, and received widespread, positive coverage from media outlets in New Jersey, New York City, and Philadelphia.
Region 2
Virginia Department of Motor Vehicles
Driving Health Awareness: Virginia's Innovative Blood Type Indicator on IDs Captures Hearts and Headlines Press Release
In a news release, the Virginia Department of Motor Vehicles unveiled a new addition to driver’s licenses and ID cards – a blood type indicator. The success of this initiative was, in part, attributed to a meticulously crafted news release that effectively introduced this new indicator, reaching and resonating with thousands of Virginians. The heart of the success lay in the news release's ability to deliver clear and concise information about the optional blood type indicator. It skillfully elucidated the potential lifesaving benefit of having one's blood type readily available in emergency situations, fostering a sense of responsibility and community among residents. The announcement provided a concise explanation of the feature, detailing its purpose in emergency situations that captured the attention of the public, instigating a wave of interest and participation. Clear instructions were given on how Virginians could easily indicate their blood type during the license renewal or replacement process, generating awareness and ensuring efficient implementation across the state. Included in the release, DMV Commissioner and Virginia Highway Safety Representative, Gerald Lackey, hailed this initiative as a pivotal step in expediting lifesaving measures. The news release's impact was amplified by a strategic media outreach plan that targeted statewide news media. With coverage from 30 outlets spanning print and news media, the initiative received widespread attention, ensuring that the message reached individuals across Virginia. This communications approach contributed significantly to the nearly 52,000 Virginians opting to include their blood type on their credentials.
Region 3
Iowa Department of Transportation, Motor Vehicle Division
Iowa Policy Memo: Photo, Audio, Video Recording Policy
Like many state DMVs, the Iowa MVD has been the subject of several “first amendment auditor” interactions. Front-line staff are understandably anxious about these customers and concerned that their action (or inaction) could lead to unwanted media attention or even court action. Since the beginning of the pandemic in 2020, MVD had established guidelines for driver’s licensing staff to follow when a customer insisted on recording in a service center. However, an escalated incident at an Iowa service center in May of 2023 (resulting in the customer posting a YouTube video that has since been removed) brought the issue to a head and triggered the need for more specific and actionable guidance for staff on the issue of first amendment auditors. As a result, MVD requested the assistance of the Iowa Attorney General’s office to comprehensively review and strengthen the division’s policy and provide clarity for staff on the front line of these contentions interactions. The result was a truly informative document that has enabled service center supervisors and staff to be prepared for future exchanges with first amendment auditors. Following the issuance of this guidance, service center supervisors were able to walk through the information with staff to ensure they were equipped with the knowledge they needed to feel confident and composed should another difficult contact occur – whether it be at the counter, in the lobby, or even during a driving test.