Montana Motor Vehicle Division and Montana State University Each Receive Public Engagement Excellence Awards from the Coalition for a Secure Driver's License
WASHINGTON, Nov. 23, 2018 /PRNewswire/ -- The Coalition for a Secure Driver's License (CSDL) presented awards to both the Montana Motor Vehicle Division (MVD) and the Montana State University Billings. Each received "Excellence in Public Engagement awards" for a collaborative media campaign explaining the benefits of REAL ID compliant driver licenses to state residents. The campaign uses actors portraying Lewis and Clark in 19(th) century frontier attire, contemplating whether to obtain REAL ID compliant driver's licenses in order to leave their canoes behind and travel by commercial airliners, or entering military bases. Montana's campaign incorporates humor and emphasizes recreational air travel and identity security in a few impactful statements.
At the award event in Helena, Montana Attorney General Tim Fox said, "This public education campaign is just one example of how our Motor Vehicle Division continually seeks new ways to assist the public with navigating complex information and services, including REAL ID. I'm proud of MVD's commitment to finding engaging ways to serve the public by leveraging technology, creativity, and partnerships."
Mr. Fox further noted, "Our information campaign was designed by MSU-Billings students over two semesters and five classes, from market research to script writing." He estimated the collaboration saved $250,000 in what it would have cost to outsource the campaign to a digital media company. He said, "Our Motor Vehicle Division provided an experience-rich opportunity for Montana students preparing to enter the workforce upon graduation."
In addition to the creative public service announcements, MVD has a new website, https://mtrealid.gov/, to answer questions citizens have about REAL ID, while engaging them with a high-quality digital experience. With an opening title of "MONTANA REAL ID -- IT'S THE REAL ME," and Montana's beautiful natural vista in the background, it uses a "bot" to assist visitors quickly find their way. It is the first "conversational" website used by a state government to explain REAL ID applicant requirements. The site integrates web elements and automated conversations in a seamless experience to offer additional information and services to the public.
Ten employees of the Montana MVD received individual certificates of achievement, including its Director Sarah Garcia, Deputy Director Sky Schaefer, and website creator Levi Worts.
At a separate award event in the Glacier room at the campus of Montana State University (MSU) Billings, Dr. Dan Edelman, Chancellor, addressed those present, noting that this was the first time CSDL has presented an award to a university. He acknowledged that the effort that led to the award resulted from MSU's community and state oriented faculty orientation and emphasis upon practical, job oriented skill building. He said, "I am proud of this collaborative learning opportunity that gave our students real-world experience resulting in a creative campaign that is positively impacting the MVD's REAL ID efforts. The perspectives students brought to the table along with the expertise of our talented faculty truly enhanced the campaign's effectiveness in this distinct partnership."
Three professors and twelve students were recognized as the University accepted a Public Engagement Excellence award from CSDL President Brian Zimmer. The research and marketing strategy endeavor at MSU, Billings, was established and led by Dr. Agnes J. Otjen and Dr. Sarah N. Keller, assisted by Dr. Melissa Boehm. In a same day television interview at KTVQ (Billings) Professor Sara Keller said, "We went with a Lewis and Clark theme because we wanted to evoke the idea that this REAL ID law is really about keeping Montanans safe...It is consistent with our state's identity of being traditional and safety-bound and patriotic, and it doesn't interfere with individual freedoms." The public awareness campaign was developed over the course of two semesters.
Coalition for a Secure Drivers License President, Brian Zimmer, said, "Montana's unique REAL ID: 'It's the REAL ME" website and complimentary public service information notices set a high bar in public engagement for motor vehicle agencies. Public safety, including ensuring that only licensed drivers are on the nation's highways, depends on confirming the identity of driver's license applicants, and meeting REAL ID requirements is a key security benchmark."
The award was presented for significant service to the people and state government of Montana. Taking the lead in transformative consumer research and creative message development, professors and students from the Montana State University Billings provided a unique and successful public information campaign. The "The Real Me" communications campaign incorporates Lewis and Clark in its logo, theme and appeal, toward encouraging Montana residents to choose the REAL ID compliant driver's license as a preference to accommodate travel and prevent identity theft.
Mr. Zimmer said CSDL previously only presented awards to state agencies and state officials both to recognize state achievements and to raise public awareness that document security and identity protection are very important components of driver's license issuance and management. He stated, "We are pleased to recognize the three professors and eight students within the body of the award, to highlight that people make the difference in identity security awareness, as well as in public service."
About the Coalition for a Secure Driver's License:
The Coalition for a Secure Driver's License is a component of Keeping IDentities Safe, a 501 (c) (3) non-partisan, not for profit, crime prevention educational public charity. The CSDL slogan, "Working to protect the identity of every American" embodies our commitment to higher standards for both government and private entities that issue identity credentials. CSDL is a member of the Document Security Alliance and of the American National Standards Institute.
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SOURCE Coalition for a Secure Driver's License
