The REAL ID Act was passed by Congress in 2005 following a 9/11 Commission recommendation, requiring individuals traveling by air and visitors to certain federal and DOD facilities to have a REAL ID -compliant form of ID by May 3, 2023.
As of January 2021, less than half of the nation’s population had obtained a REAL ID. DHS charged Ignited with developing a multi-channel advertising campaign to increase awareness and drive adoption of REAL ID.
Ignited in turn created the omnichannel “Be Your REAL ID Self” campaign highlighting that there is travel and adventure ahead for Americans who are REAL ID ready.
REAL ID -compliant driver’s licenses from states across the country are included in the campaign.
The multi-channel integrated media plan focused on reaching leisure and business travelers, as well as visitors of federal and DOD visitors. Further, Ignited supported earned media efforts with the development of messaging strategies and outreach to press outlets, as well as collaboration with new and existing partners and industry stakeholders to amplify messaging efforts.