Traffic Safety Media Campaign

Develop, and implement a statewide public awareness campaign to increase safety belt use among Massachusetts motor vehicle occupants.
a. 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.
b. 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). Creative should be designed for adaptability, emphasizing the core
behavior, so that assets can be efficiently updated and reused across flights, including high-visibility enforcement periods.
• 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.
• Coordinate with OGR regarding existing branding and messaging.
• 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. Translation and interpretation services may be obtained through OSD Statewide Contract PRF75 (Foreign Language and Translation Services) at passthrough cost, with the vendor coordinating, consistent with the PRF86 Contract User Guide.
• Ensure all deliverables meet applicable accessibility standards (including captioning of video assets and accessible digital formats).
• 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.
• Traffic all advertisements and secure subcontracted services as needed, subject to prior written approval by OGR.