Traffic Safety Campaign RFP

Background
The California Department of Transportation (Caltrans) and the California Office of Traffic Safety (OTS) are issuing this Request for Proposal (RFP) Number 95A0082 for a Traffic Safety Campaign. The goal of this contract is to enhance public awareness and engagement regarding highway safety issues, including alcohol- and drug-impaired driving, occupant protection, bicycle and pedestrian safety, distracted driving, motorcycle safety, speeding, and other traffic safety challenges.

The campaign aims to promote various statewide traffic safety messages and programs.

Work Details
The Contractor shall assist in organizing and implementing statewide media campaigns and public relations activities to promote highway safety priority programs. Specific tasks include:
- Development of communication strategies targeting general and specific audiences.
- Execution of outreach and engagement services for campaigns such as 'Be Work Zone Alert,' 'Move Over,' 'Don't Let Drunk Drive,' 'Get Off Your Apps,' 'Slow the Fast Down,' and 'Safe Drives. Save Lives.'
- Creation of advertising production/collateral in both English and Spanish, including brochures, videos, audios, print pieces, websites, and newsletters.
- Implementation of a strategic communications plan that includes partnerships with local, regional, state, and national organizations for joint traffic safety initiatives.
- Establishment of a multicultural outreach plan targeting historically underserved populations.
- Development of key performance indicators (KPIs) to measure the effectiveness of the campaigns.

Period of Performance
The contract will commence upon award estimated for the week of December 30, 2024, with specific timelines for various phases outlined in the RFP.

Place of Performance
The services will be performed primarily within the State of California.