DOT - Traffic Safety PSA Campaigns Media Services - MRAS

The General Services Administration (GSA), on behalf of the Department of Transportation (DOT), is conducting market research to support the National Highway Traffic Safety Administration's (NHTSA) mission of enhancing road safety. NHTSA, a key administration within DOT, is tasked with reducing traffic-related fatalities and economic losses through educational, engineering, and enforcement programs. Given that motor vehicle travel is a primary mode of transportation in the U.S., yet remains a leading cause of death, NHTSA seeks to promote safe driving behaviors to mitigate crashes and their adverse outcomes.

To achieve its goals, NHTSA develops comprehensive communication programs rooted in robust policy and data. The agency implements national traffic safety campaigns aimed at encouraging road users to adopt safer behaviors. However, with limited budgetary resources for paid advertising, NHTSA relies heavily on donated media public service advertising (PSA) campaigns. These campaigns are essential for raising awareness about risky traffic behaviors among a broad national audience.

The objective of the contract under consideration is to execute large-scale, fully integrated PSA campaigns using donated media. The contractor will be responsible for developing annual communication strategies and creating national PSA campaigns that utilize various media platforms such as television, radio, print, digital, social media, and more. The content must comply with federal standards for plain language and accessibility.

Additionally, the contractor will partner with top-tier advertising agencies to develop creative strategies while leveraging discounted production costs. They will conduct research throughout campaign phases to optimize audience reach effectively. The scope also includes managing talent rights and fees as well as developing strategic partnerships to enhance campaign impact. By executing these initiatives efficiently, NHTSA aims to foster safer driving practices across diverse communities nationwide.