Transportation Department plans public safety initiative

WASHINGTON: The National Highway Traffic Safety Administration said it will negotiate a two-year contract with three one-year options with the Ad Council for media services for a yet-to-be-created public service campaign.

WASHINGTON: The National Highway Traffic Safety Administration said it will negotiate a two-year contract with three one-year options with the Ad Council for media services for a yet-to-be-created public service campaign.

The NHTSA, part of the Department of Transportation, is required to give firms the opportunity to demonstrate their capabilities before the negotiations, according to a federal solicitation.  

The winning firm will develop and implement large-scale, fully integrated public service campaigns in support of NHTSA's traffic safety programs. It must also develop and execute multi-million-dollar donated media-distribution strategies, including the redistribution of PSAs. The campaign will also include TV, radio, print, outdoor, digital, social media, Internet, and other non-traditional media.

The winning bidder must also develop, test, implement, and maintain interactive, mobile, and new media strategies and channels to promote campaign elements and traffic safety messages.

A Transportation Department press officer said no budget has been set for the projects. To be eligible, a firm must have experience developing and executing a national PSA campaign that includes TV, radio, print, outdoor, Internet, alternative, social, and new media.

The Ad Council is managing several campaigns for the Department of Transportation, including a long-running anti-drunk driving campaign and a just-launched anti-texting-while-driving effort.

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