TOPEKA, KS: The state of Kansas has hired Global Prairie to conduct a statewide campaign to educate the public about how to obtain a driver's license in the state.
Starting this year, anyone seeking a driver's license in Kansas will need to provide proof of citizenship with documents such as a US passport or birth certificate. Although this was already common practice for many state residents, there are roughly 2 million holders of state driver's licenses who did not have to previously provide any such documents for renewals.
Global Prairie has signed a two-year contact to manage the “Real ID” campaign. The contract is worth more than $775,000 in total.
Other goals of the effort are to promote the positive benefits of Real ID and to inform Kansans about the documents necessary to receive a Real ID-compliant identity credential, according to the RFP.
Global Prairie will be tasked with developing a theme, slogan, and supporting graphics. The firm will also create press releases and plan press conferences, as well as a kickoff event for the campaign's launch.
“They clearly demonstrate an understanding of how Kansans are likely to perceive the new requirements and a plan to ensure people know what documents they needed before stepping into a driver's license station,” a state official said in a decision-making memo obtained by PRWeek.
Other firms in contention for the contract were criticized in the memo for focusing “more on selling a product than educating the public.” JNA Advertising, Trozzolo Communications Group, and Parker Communications Group were also considered for the contract, according to the memo.
Global Prairie “is pleased to have been awarded the contract to support the Kansas department of revenue for this important work," said Julie Gibson Sally, an account director at the firm. Creative work on the project is in the beginning stages.