FY27 Traffic Safety Media Campaign RFQ

The Executive Office of Public Safety and Security (EOPSS), Office of Grants and Research (OGR), serves as the Massachusetts State Highway Safety Office and administers federal highway safety funds awarded by the National Highway Traffic Safety Administration (NHTSA) under 23 U.S.C. §§ 402 and 405, consistent with the Commonwealth's Triennial Highway Safety Plan (3HSP) and Annual Grant Application (AGA).

Through this RFQ, OGR is seeking one (1) vendor under Statewide Contract PRF86 to plan, develop, and implement a statewide public awareness campaign to increase safety belt use among Massachusetts motor vehicle occupants (the "Initial Campaign"). Only vendors awarded under PRF86 Category 5 are eligible to respond to this RFQ. The selected vendor will conduct formative research and develop creative concepts and assets, and plan, place, and reconcile paid media, in coordination with OGR and its partners.

OGR anticipates making approximately **$500,000.00** available annually for this engagement, inclusive of creative services, media placement, and agency compensation.

Research, Testing, and Evaluation

• Conduct formative research to inform campaign strategy, which may include review of Massachusetts crash and citation data provided by OGR, observed safety belt use survey results, environmental scans of occupant protection campaigns in other states, discussions with key stakeholders (e.g., State Police, local law enforcement, MassDOT, injury prevention and public health partners), and other applicable methods.
• Conduct message testing (focus groups and/or surveys) with Massachusetts road users to test creative concepts and identify the media platforms to which target audiences are most receptive.
• Develop and execute a campaign evaluation plan, including pre- and post-campaign measurement of awareness and self-reported behavior when feasible, and ongoing performance measurement of all paid and earned media.
• Provide campaign performance data, analytics, and reporting sufficient for OGR to meet its federal reporting obligations to NHTSA, including paid media reporting.

Creative Development, Media Planning, and Buying

• Develop creative concepts and messaging to increase safety belt use among Massachusetts motor vehicle occupants, including front- and rear-seat occupants, with emphasis on audiences, locations, and conditions with lower belt use identified through research and data (e.g., young adult males, pickup truck occupants, and nighttime travel).
• Create audience personas based on campaign objectives to better inform creative direction.
• Live-shot video is the preferred production method when appropriate and according to the approved media plan.
• Produce campaign assets across formats, which may include television/video, radio/audio, digital display and video, paid social, out-of-home, and print, in dimensions and specifications appropriate for the approved media plan.
• Deliver all materials in English and Spanish. Materials may also be required in additional languages, including but not limited to Portuguese, Haitian Creole, Chinese, Vietnamese, and Cape Verdean Creole, as directed by OGR to ensure statewide reach.
• Develop a comprehensive, measurable paid media plan identifying recommended channels, markets, flight schedules, and estimated reach, frequency, and impressions (or GRPs) for each platform, targeted using crash data and audience research.
• Negotiate, place, and manage all approved media buys. Secure added-value, bonus placement, and earned/leveraged media opportunities where available, and report their value.
• Provide a final post-campaign report within forty-five (45) days of the conclusion of each media buy.
• Prior approval of deliverables. All materials must be submitted to OGR for review and approval at least two (2) weeks prior to intended release or placement.

**Submission method:** All responses are to be submitted electronically using the online submission tools available to vendors registered in COMMBUYS. All quotes must be received by EOPSS/OGR before the date and time of the Bid Opening displayed on COMMBUYS. Times are Eastern Standard/Daylight Saving (US), as applicable.

**Required** forms: *Contractor Authorized Signatory Listing Form* and *OGR Subrecipient Risk Assessment Form*.

Responses will be scored out of a maximum of 100 points. Narrative responses should be approximately 500 words per item unless otherwise noted, prepared with 1-inch margins and 12-point font.

**Contract term:** Approximately one (1) year from the date of execution not to exceed **September 30, 2027**. Two (2) options to renew for one (1) year each, exercised at the sole discretion of EOPSS/OGR.

The selected vendor will enter into an agreement with OGR in the form of a Purchase Order referencing Statewide Contract PRF86. Pre-billing is not allowed, and the Purchase Order will operate on a reimbursable basis. Payment through Electronic Funds Transfer is **required**.