WASHINGTON: The National Highway Traffic Safety Administration (NHTSA) is seeking an agency to wage a state-by-state, multimillion-dollar media push to remind drivers of the stiff penalties for driving under the influence or without using a seat belt.
According to the RFP, issued late last month, an increasing number of states have been implementing a "Click-It or Ticket" high-visibility enforcement model over the past two years. The model combines increased prosecution for moving violations with popular media aimed at deterring people from driving drunk or without buckling up.
The initiative would require the winning firm to collaborate with state law enforcement to publicize their local efforts to crack down on such violations.
There is no incumbent on the account, but the RFP describes a campaign that seems to incorporate elements of two separate contracts already in existence.
The first, held since 2000 by The Academy for Educational Development, a nonprofit public-interest group, uses the media to increase use of seat belts and child-safety seats. The other, given last year to PR/ad agency GMMB, involves publicizing police crackdown efforts on drivers who don't buckle up, as well as those who drive drunk. At least one of the firms, GMMB, is pursuing the contract.
One of the primary requirements for interested firms is to show "expertise in providing technical assistance to the states in support of safety-belt and impaired-driving enforcement communications."
The RFP makes no mention of a price tag for the work, but each of the two original campaigns are budgeted at more than $1 million. The initiative is slated to begin in the fall, and last for two years. A decision is expected by mid-July.