Media Services RFP Issued By National Highway Traffic Safety Administration

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The objective of this Contract is to raise awareness about traffic safety issues through large-scale, fully integrated, donated media public service advertising (PSA) campaigns.


The National Highway Traffic Safety Administration (NHTSA) is an operating administration within the U.S. Department of Transportation (DOT). NHTSA’s mission is to save lives, prevent injuries, and reduce traffic-related deaths and economic losses resulting from motor vehicle crashes. Pursuant to its authority under 23 U.S.C. 401, et. Seq., the agency develops, promotes, and implements educational, engineering and enforcement programs with the goal of ending preventable tragedies and reducing economic costs associated with motor vehicle use and highway travel.

Motor vehicle travel is the primary means of transportation in the United States. Yet for all its advantages, motor vehicle crashes are a leading cause of death for people living in the United States. In response to this issue, NHTSA promotes programs that encourage drivers and passengers to wear their seat belt and to abstain from unsafe behaviors such as impaired driving and texting.

The success of these safety programs requires working with various partners and State agencies to help encourage safer behaviors of drivers, occupants, cyclists, and pedestrians. Since traffic safety problems affect people in all communities, the effort to implement programs to improve safety involves people at all levels of the Government, within businesses and organizations, and both organizational and individual volunteers. It also requires successful communications programs.

NHTSA has developed its communications programs in a process that is first grounded in sound Agency policy and program, and then relies on the development and implementation of national traffic safety campaigns to encourage targeted road users to adopt positive traffic safety behaviors. Communication focused on getting people to change their behavior is more successful in an environment that includes continuous and consistent messaging. While that strategy has proven extremely effective; limited budgetary resources prevent NHTSA from being able to use paid advertising to support many of its outreach and educational efforts. Therefore, the Agency must rely on donated media public service advertising (PSA) campaigns that raise awareness about specific risky traffic safety behaviors among a large national target audience.

Scope of Work:

Although specific requirements shall be identified in each individual Task Order, the Contractor shall participate in a Base Contract Kickoff Meeting within (14) days after Contract Award. Key members of the Contractor’s staff shall meet with key NHTSA personnel (at NHTSA Headquarters in Washington, DC) to discuss the performance and administration of this Contract and awarded Task Orders. More specifically, the terms and conditions of the Contract, the review of Task Orders and award process, and the invoice submission and approval process will be discussed.

General Requirements

As discussed, specific project requirements will be assigned to the Contractor through execution of Contract Task Orders. In general terms, Task Order requirements could include the following:

  • Develop and implement communication strategies.
  • Develop national, large-scale, fully integrated social norming PSA campaigns that rely on donated media and are designed to raise awareness about traffic safety issues.
  • Develop strategic campaign materials for diverse platforms and audiences to carry out campaign strategies. Content includes, but is not limited to television, radio, print, outdoor, digital, social, mobile, video, and web. All content must be in compliance with Federal standards for plain language, usability, and Section 508.
  • Partner with world renowned advertising, interactive, public relations, and social media agencies. Premier creative and industry leaders shall donate labor time to develop strategies and messages, and offer deeply discounted production costs.
  • Conduct research at various stages of the campaigns to enable NHTSA and its partners to effectively and efficiently reach target audiences.
  • Prepare documents necessary to obtain approval from the Office of Management and Budget (OMB) for federally sponsored data collections as required by the Paperwork Reduction Act (PRA).
  • Develop and execute multi-million-dollar-value donated media distribution strategies that include roadblocks with the Television Broadcasters Association (TVB) and Outdoor Advertising Association of America (OAAA).
  • Develop and execute social media strategies and tools.
  • Develop, cultivate, and support new and existing strategic partnerships.
  • Manage talent rights and fees for existing and new creative materials.
  • Conduct ongoing tracking studies and research that measure campaign effectiveness and behavior change.
  • Monitor and measure the performance and effectiveness of all campaign materials and submit reports on placement, reach, and value.
  • Provide public relations, media outreach, and event support.
  • Conduct and participate in meetings, conferences, and conference calls in support of campaign activities and provide notes in a timely manner.
  • Produce and submit reports that provide well-organized and detailed analyses of campaign activities.
  • Provide technical assistance to NHTSA in all areas of integrated communication.

Due Date:

5/14/2021 11:00PM

Address: Phone Number2023669568

Coyne PR and Finn Partners are relevant agencies.

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