Promoting online driver license renewals during a pandemic.

Social Marketing

Online Services, Washington State Department of Licensing | 2020-2021

Early in the COVID-19 pandemic, the Washington State Department of Licensing (DOL) offices were reduced to 50% capacity and operating by appointment only to maintain social distancing requirements. PRR developed a campaign to increase online driver license renewals, especially among people over 70, before the end of 2020. Tactics included campaign messaging, creative direction, visual style, a postcard, and digital ads.

An image of a brown and white dog lying on its back holding up a driver’s license with the dog’s photo on it. With the text ‘renew in minutes’ and a cartoon driver’s license to the left.


More than 1/3 of people 70+ who received direct mail through the campaign renewed their driver’s license online, after previously being nonresponsive to renewal notices. And most of those renewals happened within a week of receiving the postcard. An average of 90% have been renewing online since the postcards were sent, which is an increase compared to the pre-postcard online renewal rates. Our digital ad featuring the “New Year’s Eve dog” received 2.5 million impressions through online ads.

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