Challenge – In 2004, the Government of Alberta identified the need to improve the security features of our provincial drivers licence. Strategically, every driving Albertan needed to understand the need for the change and be prepared for a new process. Our team was tasked with executing a province-wide communications strategy and subsequent campaign that would launch the program.
Solution – A positioning statement around the idea that your driver’s licence is every bit as individual as you are gave the campaign a positive tone. Focusing on the benefits of the new security measures in a proactive way helped prevent fear of privacy invasion. The deliverables ranged from developing key messages for the Ministry and Alberta registries to creating advertising, news releases and a website. The key to the success of this project was preparing the public for the change and it was essential that Albertans instantly recognized the information.
Result – The launch of the new drivers licence was seamless and no negative publicity was generated despite the number of Albertans affected by the process. The communication materials developed are still in circulation, proving they have stood the test of time.