Burson's Proof lands $7.5 million NYC DOT task

NEW YORK: Burson-Marsteller subsidiary Proof Integrated Communications has won a three-year $7.5 million contract to launch public safety and sustainable transportation education and media campaigns.

NEW YORK: Burson-Marsteller subsidiary Proof Integrated Communications has won a three-year $7.5 million contract to launch public safety and sustainable transportation education and media campaigns. 

Under the contract, Proof will develop public awareness strategies, create campaign themes, conduct market research, and create websites and smartphone apps to promote safer street efforts. NYC DOT's strategic plan calls for a 50% reduction in traffic fatalities by 2030.

“To achieve this goal, DOT will continue re-engineering streets for added safety, while also remaining focused on outreach and education to help New Yorkers understand the vital role they play in making an even safer city a reality,” a DOT representative said.

Specific campaign topics include speeding, work zone awareness, and programs related to curbing driving while intoxicated and biking smartly, a DOT representative said. Proof will also produce advertising for print, Web, out-of-home, and TV, and develop video and social media assets.

A representative from Proof did not return a request for comment.

The firm won the work after a competitive RFP process. The incumbent on the project was Ready366, which had a smaller budget of $4.6 million over the three-year period it managed the account, according to records. A representative at the agency did not return a request for comment.

Late last year, Proof launched a massive campaign for Fix the Debt, an organization whose objective is to put the US on a better fiscal and economic path.

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