Traffic Safety Campaign RFP

The California Department of Transportation (Caltrans) and the California Office of Traffic Safety (OTS) have issued Request for Proposal (RFP) 95A0082 for a comprehensive Traffic Safety Campaign. The solicitation seeks a contractor to develop and implement statewide media campaigns, public relations activities, and community engagement initiatives focusing on highway safety priority areas. These areas include alcohol- and drug-impaired driving, occupant protection, bicycle and pedestrian safety, distracted driving, motorcycle safety, speeding, work zone safety, and emerging transportation technologies. The contractor must provide communication services targeting general and specific audiences with campaign messages such as "Be Work Zone Alert," "Move Over," and "Don't Let Drunk Drive." Key qualifications include a minimum of 5 years' experience in public relations, with the project manager having 5 years of related advertising and marketing experience. Candidates must have completed at least two statewide advertising campaigns with an average annual gross media budget of $1.5 million. Proposal submissions are due by December 17, 2024, at 2:00 PM, with oral interviews scheduled for the week of December 30, 2024, and a potential contract award anticipated in the week of January 13, 2025.

The RFP includes a 5% Disadvantaged Business Enterprise (DBE) participation goal and offers small business preferences. The previous contract was held by Prosio Communications Inc. Contractors must maintain a physical office in California and provide multilingual services in English, Spanish, Chinese (Mandarin and Cantonese), Vietnamese, Tagalog, and Korean. The contract combines federal and state funding sources and has a total not-to-exceed budget of $39 million over three years, with 10% of each invoice being withheld until satisfactory completion. Translation services must be performed by American Translators Association certified translators, and the scope includes a minimum of $6 million allocated for event advertising and sponsorships. Interested firms must comply with California Civil Rights Laws, Darfur Contracting Act, and Iran Contracting Act. The contract will require comprehensive outreach and engagement services to promote highway safety programs and raise public awareness about critical traffic safety challenges.