Department: Department of Motor Vehicles
Idea/Initiative Name: DMV YouTube Channel
youtube.com/CaliforniaDMV
Areas: Customer Service, IT
Description: The California Department of Motor Vehicles views every Californian as a potential customer. The DMV issues approximately 2.4 million new and renewal driver licenses annually, and, as of Jan. 1, 2008, more than 25 million Californians possess a driver license or identification card. To reach as wide an audience as possible, California DMV became the first state Motor Vehicle Department or Office in the nation when it launched its DMV YouTube Channel in October 2007. Content presented on the DMV YouTube Channel is designed to reach all audiences, in particular those in the young adult demographic.
The objective was to create a new-media medium for DMV customers to access educational information on a wide range of topics, ranging from the top 10 reasons why individuals fail the drive test, to invaluable videos on motorcycle and truck safety. The 54 short video clips the DMV YouTube Channel range from one to five minutes and were created with new drivers in mind. However even the most experienced driver can get a refresher course by viewing these well-produced mini movies.
Results: DMV YouTube has attracted national media attention, including feature stories in the New York Times, Sacramento Bee, Los Angeles Times and various other print and electronic media. As of April 2008, subscribers to DMV YouTube numbered 766, with more than 225,000 “video views” of its various educational vignettes. In addition, several California high schools now include DMV YouTube as part of their driver education curriculum for prospective young high school drivers. The Department has also received email comments from all over the world, ranging from young drivers in South Korea to viewers in Australia and New Zealand.