PACE Overall Campaign

Budget Under $50k


This award is given to a jurisdiction for a full multi-faceted campaign under $50k. It is presented at the Annual International Conference. Each agency can submit only ONE campaign.

Budget Over $50k


This award is given to a jurisdiction for a full multi-faceted campaign over $50k. It is presented at the Annual International Conference. Each agency can submit only ONE campaign.

Selection Criteria for Both

  • Content
  • Innovation
  • Effectiveness

2022 Winners


Budget Under $50k

Colorado Division of Motor Vehicles

Iconic Colorado

The Iconic Colorado contest, which aimed to get Coloradans to design and choose the state’s next credential, was the single-most visible promotion the Colorado DMV has ever done. With over 400 entries and more than 55,000 votes, the Colorado DMV successfully engaged and inspired Coloradans with the Iconic Colorado contest. The Colorado DMV spent less than $500 marketing the campaign on social media. Despite a shoestring budget, the Colorado DMV’s communications team deployed a multifaceted campaign that included 11 videos; 20 still graphics; six news releases; a very successful social media campaign (including the DMV’s most successful Facebook post ever), four finalist interviews and biographies; a media kit; a press conference; a landing page; and more! 

Budget Over $50k

Idaho Transportation Department

Idaho Office of Highway Safety: Stanley the Sasquatch

US-20 is a highly traveled corridor in east Idaho. The route is used heavily by tourists to access popular recreation areas. Out-of-state drivers along US-20 creates unique challenges in raising awareness about fatal and serious injury crashes. To create memorable messaging, we enlisted the help of a well-known legend in the northwest, Sasquatch. Stanley Sasquatch, named after a small town in Idaho’s central mountains, urges drivers to put away distractions. As an expert in myths, he teaches about the myths of aggressive driving and reminds drivers to “squatch” for motorcycles. The overall success of this campaign was dependent on the ability to create a sustained presence along the corridor. Idaho achieved this by leveraging local partners and using unique media opportunities, such as targeted ads on social media platforms; using billboards, gas station pump toppers, and wrapping ice chests at convenience stores; creating a community working group and providing them with promotional/educational materials (including a mascot outfit) for use at local events; and providing law enforcement agencies in the area with educational pamphlets that could be handed out during traffic stops. This campaign has been well received and Idaho has begun to expand it into other parts of the state and integrating other driver behaviors into Stanley’s messaging.