Award of Distinction given for the Ocean City Walk Smart Lifeguard Crab Name Reveal

(May 30, 2017) – The Maryland Department of Transportation State Highway Administration (MDOT SHA) recently earned a Communicator Award for its social media contest and poll that named the Ocean City Walk Smart crab, “Cheswick.” 

The Academy of Interactive & Visual Arts recognized MDOT SHA with an Award of Distinction for using Facebook and Twitter to engage more than 5,500 social media fans to pick a name for the crab mascot. More than 4,000 voted to name the crab Cheswick, in honor of Matthew Cheswick, who was killed by an impaired driver in Ocean City in 2012.

“We are truly honored to receive this award, which further demonstrates our commitment to safety, even more important now with the tragic pedestrian fatality which occurred this past weekend,” said MDOT SHA District 1 Engineer Jay Meredith. “Even before he had a name, the Walk Smart crab was near and dear to Ocean City families who met or took pictures with him at community events.”

Cheswick is part of the Ocean City Walk Smart Campaign, which is a result of the partnership between MDOT SHA, the Town of Ocean City, as well as businesses, law enforcement and traffic safety experts.  Known only as the “Lifeguard crab” prior to fall 2016, the Walk Smart crab traveled around Ocean City sharing safety messages to drivers, bicyclists and pedestrians. Cheswick also appears in public service announcements, billboards, plane banners, and grassroots media with the Walk Smart, Bike Smart, Drive Smart message.

MDOT SHA asked its Facebook and Twitter audience to suggest names for the Crab, which were narrowed to four: Captain Crosswalk, C.W. (Cross Walk) Crab, K.C. Crab or Cheswick.   MDOT SHA engaged its fans on social media to vote for their favorite of the four options.  Once the voting period ended, the results were announced at a “Name Reveal” press conference at Fish Tales in Ocean City.

MDOT SHA’s Communicator Award falls in the Content & Marketing Community Building & Engagement Category. Also this month, the agency received three American Business Awards – “Stevies” – for demonstrating excellence with its Twitter feed, @MDSHA; online newsletter publication, e-Road Ready and video, “A Bicyclist Might Be Someone You Know.”