Winter in the Midwest can be brutal, especially when it snows and life doesn't stop.

Six years ago, the City of Olathe was overwhelmed with angry phone calls, questionable emails and negative feedback on social media every time it snowed. It was clear, residents were very misinformed.

Cue #snolathe. By combining the word snow with Olathe, the clever hashtag started a trend that has changed the narrative around snow removal in Olathe.

Years after its introduction, the brand has expanded beyond a social media hashtag.

It offers residents a peek behind the curtain to see processes. It humanizes snow removal by introducing the team behind the plows. It teaches science lessons as they relate to why and how streets are plowed. It shows transparency through post storm reports, indicating where tax dollars are spent. It enables residents to take ownership of the vehicles themselves by painting the plow blades and naming the trucks. #snolathe offers residents a sense of pride and now promotes the positive messages through a wall of thanks.

#snolathe is now an expectation, one that proves Olathe's dedication to keeping its community safe, especially during winter.