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.
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.
Facilitating Integrated Resource Planning with a diverse representation of work group members.
Refining creative to effectively reach the audience.
Helping the City of Seattle plan for new mobility.
Providing equity training for government planners.
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An anti-racist PRR dismantles systems of advantage based on race when and wherever possible. We engage staff of all racial identities in dismantling white supremacy culture at work. This includes personal ideologies, beliefs, and behaviors. And, it includes removing white supremacy culture from the systems, cultural messages, institutional policies, procedures, and practices that PRR and our staff interact with and inform. We believe it is not enough to be “not racist.” We must be “anti-racist.”