SOLICITATION NOTICE
99 -- Media Services for Safety Programs Public Service Campaigns
- Notice Date
- 3/19/2012
- Notice Type
- Combined Synopsis/Solicitation
- NAICS
- 541810
— Advertising Agencies
- Contracting Office
- Department of Transportation, National Highway Traffic Safety Administration (NHTSA), National Highway Traffic Safety Administration HQ, 1200 New Jersey Avenue, SE, Washington, District of Columbia, 20590
- ZIP Code
- 20590
- Solicitation Number
- DTNH22-12-R-00553
- Archive Date
- 4/13/2012
- Point of Contact
- Sharon Burgess Anderson, Phone: 2023666283
- E-Mail Address
-
sharon.b.anderson@oamnhtsa.dot.gov
(sharon.b.anderson@oamnhtsa.dot.gov)
- Small Business Set-Aside
- N/A
- Description
- Notice of Intent to Award a Sole Source (Non-Competitive) Contract National Highway Traffic Safety Administration DTNH22-12-R-00553 Media Services to Support NHTSA Impaired Driving Public Campaign The U.S. Department of Transportation, National Highway Traffic Safety Administration (NHTSA) intends to negotiate a contract award using other than full and open competition for media services for safety programs public service campaigns to the Advertising Council (Ad Council) 815 2nd Avenue, New York, NY 10017. Accordingly, NHTSA intends to award to the Ad Council a one-year plus four option years Indefinite Delivery Indefinite Quantity (IDIQ)/Time and Materials (T&M) contract to provide media services for safety programs public service campaigns. NHTSA published three notices (December 8, 2011, April 22, 2010 (modified on June 14, 2010), and November 12, 2009) seeking capability statements from firms who could meet NHTSA's media services requirements. However, no firms identified themselves with the capabilities to meet NHTSA's needs thus NHTSA will enter into negotiations with the Ad Council. NHTSA's contract with the Ad Council will support NHTSA's various behavior safety programs to encourage safe behavior of drivers, occupants, cyclists, and pedestrians across the country. Tasks under this contract will primarily focus on developing and implementing large-scale, fully integrated public service campaigns in support of NHTSA's traffic safety programs. More specifically, offerors will be required to demonstrate that they have extensive and successful experience in providing a full-range of activities associated with researching, developing, producing, delivering, and evaluating program-related materials with both internal and external stakeholders. Expected quarterly impressions from the integrated public service campaigns are expected to deliver, on average, no less than 50 million impressions. This notice of intent to award is not a request for competitive proposals. However, firms, companies or agencies may show their interest and /or capability by submitting a requirement response or proposal. All proposals must be received by the date and time designated in the solicitation. All proposals received within five (5) days after date of publication (NLT Thursday, March 29, 2012, EDT., 2:00 p.m. A determination by the Government not to compete this proposed contract based upon responses to this notice is solely within the discretion of the Government. Information received will normally be considered solely for the purpose of determining whether to conduct a competitive procurement. Timeframe for Submittal of Capability Statements Capability statements must be submitted electronically to nhtsaoam@dot.gov, to the attention of Sharon Burgess-Anderson, Contract Specialist, by 2:00 p.m., EDT., Thursday, March 29, 2012, referencing: Media Services to Support NHTSA Safety Program Public Service Campaign. Background and Purpose The National Highway Traffic Safety Administration (NHTSA) is an agency within the U.S. Department of Transportation whose primary mission is to reduce deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by: • Setting and enforcing national safety performance standards for motor vehicles and equipment; • Researching and demonstrating promising strategies to influence positive traffic safety behaviors; and • Planning and executing strategic communication campaigns to support program activity. Motor vehicle travel is the primary means of transportation in the United States, providing an unprecedented degree of mobility. Yet for all its advantages, motor vehicle crashes are the leading cause of death for people of every age from 3 through 34 (based on 2006 data). Traffic fatalities accounted for more than 90 percent of transportation-related fatalities. One of the highest priorities of the National Highway Traffic Safety Administration (NHTSA) is to increase occupant protection use and address all occupant protection issues as it pertains to diverse populations and targeted audiences (such as children, pre-teens, teens, and young adults). The most likely cause for children to die in a car crash is not being buckled into a seat belt or age appropriate child restraint system. Every day in the United States, an average of 4 children age 14 and younger were killed and 529 were injured in motor vehicle crashes during 2008. In addition, the percentage of pre-teens dying unrestrained is holding steady at or around 59 percent (FARS 2006) compared to 55 percent for motor vehicle occupants ages 16 and older. Although primary seat belt laws for children and adults are effective at increasing restraint use, in some states pre-teens are challenged because they do not necessarily fall under the coverage of child passenger safety or adult belt laws. It is estimated that increasing seat belt use can reduce fatalities by up to 45 percent in passenger cars and 60 percent in light trucks. Every increase in seat belt use translates to lives saved and injuries prevented. NHTSA estimates that every one percentage-point increase represents 2.8 million more Americans buckling up, 250 additional lives saved, and 4,000 fewer serious injuries annually. Impaired driving-related deaths account for nearly 42 percent of all traffic fatalities annually. Alcohol- impaired driving is one of the most often committed crimes in America, affecting 1 in 3 Americans annually, resulting in 1 fatality every 30 minutes, 45 deaths every day, and more than 17,000 fatalities annually. More than 10,000 people lost their lives in 2009 in crashes involving drivers with a BAC of.08 and above. NHTSA's various vehicle safety programs work with and through State highway safety agencies and other partners to encourage safe behavior of drivers, occupants, cyclists, and pedestrians across the country. Since traffic safety problems affect people in all communities, the effort to implement programs to improve safety involves people at all levels of the government, within businesses and organizations, and volunteers (both individual and organizational). NHTSA has developed its communications program in a process that is first grounded in sound Agency policy and program. This approach provides the discipline for focusing communication efforts on the programs they support. Over the years NHTSA has developed and implemented many communication efforts aimed at general audiences that did not support program activity. Clearly communication focused on getting people to change their behavior is more successful in an environment that includes continuous and consistent messaging that educates the public. NHTSA utilizes an integrated approach when developing and implementing its communications programs meaning that all tools available to communications experts are explored for use in any given campaign. This includes reviewing data, including traffic and market research, advertising, media relations, collateral materials, partnerships, and evaluation of all NHTSA safety programs. PURPOSE The purpose of this statement of work is for the acquisition of services and products required by NHTSA to field successful and effective national public service campaigns: refinement of campaign strategies and focus, technical assistance, creation of multimedia advertising materials to carry out the strategies, dissemination of multimedia products to national and local media outlets, development and placement, and monitoring and reporting the results of donated media efforts, and management of social media efforts that support campaign strategies and make full use of the latest marketing tools to increase awareness of campaign messages. Although the contractor will be asked to work on specific high-level programs that include Occupant Protection and Impaired Driving, their stated capabilities and specific task requirements included in this SOW may be applied to any NHTSA safety programs that require a national public service campaign. Specifics objectives for two of these NHTSA safety programs are as follows. The Occupant Protection campaign's objectives are to: • Develop and deliver national public information campaigns featuring varied media approaches to increase occupant protection use across all age groups; • Demonstrate proper use; and • Illustrate how to select, fit and wear occupant restraints that meet, and exceed, Federal safety standards. The Impaired Driving campaign's objectives are to: • Develop, deliver and maintain a national public information campaign to decrease impaired driving for certain target audiences featuring varied media approaches; and • Create dialogue on planning ahead of time to prevent impaired driving behavior. Even though the current SOW includes immediate media services needs for the Occupant Protection and Impaired Driving campaigns, there may be additional behavioral and vehicle safety program campaigns added as additional Task Orders under this contract. The functional areas and tasks will remain the same as outlined in this document. Interested parties may submit Capabilities Statements to be received by March 29, 2012, 2:00 p.m. EDT, by email to the attention of Sharon Burgess-Anderson, Contract Specialist, nhtsaoam@dot.gov. For more information, please contact: Sharon Burgess-Anderson W53-413 Contract Specialist National Highway Traffic Safety Administration NPO-320 1200 New Jersey Avenue SE Washington, DC 25950 Email: nhtsaoam@dot.gov
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