U.S. Department of Homeland Security launches “Be Your REAL ID Self” campaign created by Ignited
Release Date: January 15, 2021
EL SEGUNDO, CA – The U.S. Department of Homeland Security (DHS) launched the “Be Your REAL ID Self” campaign today. Developed by Ignited, the campaign is intended to raise awareness and drive adoption of REAL ID in advance of the October 1, 2021 REAL ID full enforcement date.
The REAL ID Act was passed by Congress in 2005 following a 9/11 Commission recommendation, in which regulations establish minimum security standards for state-issued driver’s licenses and identified cards and prohibits federal agencies, like the Transportation Security Administration, from accepting licenses and identification cards for official purposes from states that do not meet anti-counterfeiting and anti-fraud standards. The nineteen terrorists who attacked the United States on September 11, 2001 acquired more than 30 driver’s licenses and identification cards, which helped the terrorists conduct critical aspects of their plot, including renting cars and boarding flights.
Just over 8 months remain until the October 1, 2021 REAL ID full enforcement deadline goes into effect at all federally regulated airports, federal facilities, and nuclear power plants.
The “Be Your REAL ID Self” campaign conveys there is travel and adventure ahead for Americans who are REAL ID ready, and highlights the access Americans gain when upgrading to a REAL ID. REAL ID-compliant driver’s licenses from states across the country are included in the campaign. REAL IDs have a star marking that appear on the upper portion of the front of the card.
“It’s been a real honor to support the Department of Homeland Security, and this important REAL ID program”, said Eric Johnson, President of Ignited. “The REAL ID program will significantly increase the safety and security of our air travel system and access to critical government facilities. We look forward to the continued collaboration with DHS to drive REAL ID readiness.”
Over the next nine months, Ignited will deploy a national and local market multi-channel advertising campaign across TV, OTT/CTV, radio, streaming audio, podcasts, social media, digital, and out-of-home, integrated with DHS’ organic social, public relations and partner marketing efforts. To avoid creating excessive demand on state DMVs in the midst of the pandemic, the campaign’s near-term messaging will focus on asking Americans to making a plan to become REAL ID-compliant by October 1, 2021, with the call-to-action increasing in urgency as the enforcement date approaches.
The campaign will include both English and Spanish media channels, with resources being made available in additional languages at dhs.gov/real-id in support of DHS’ aim to serve America’s diverse populations.
For more information on REAL ID and the “Be Your REAL ID Self” campaign, visit dhs.gov/real-id.
Founded in 1999, Ignited (www.ignitedusa.com) is a modern marketing consultancy — specialists in sparking growth. Ignited is committed to helping clients evolve at start-up speed to drive measurable growth. At the core, Ignited combines strategic consulting and digital communications expertise to create a competitive advantage for clients. For over 19 years, Ignited’s government practice has partnered with DoD and federal agencies to modernize their approach to marketing and outreach.
For more information, contact:
310.773.3196 / 202.919.5332