The Norwegian Public Roads Administration uses campaigns as 1 of many measures, i.a. to improve traffic safety in Norway. With this agreement, the Contracting Authority wants to enter into framework agreements with an advertising agency, primarily for development and execution of traffic safety campaigns during the contract period.
The following assignments may be included in the procurement:
— Develop/further develop campaign strategy, plans, messages and creative expression;
— Production of materials adapted to a broad range of communications, for example digital surfaces, film, radio, print and signs;
— PR works;
— The tenderer should be able to offer qualitative and quantitative surveys in connection with development and evaluation of campaign material;
— The tenderer must be able to demonstrate good knowledge of theories connected to attitude, behaviour and influence.
Background:
The general objective of our campaign activity is to reduce the number of dead and seriously injured on the Norwegian road network. Increased knowledge, increased understanding and correct attitudes are important sub-goals to achieve this main objective.
NTP (National Transport Plan) 2014-2023 provides guidelines for which priorities are the basis for the campaign work during the planning period. ‘National Traffic Safety Campaigns have given good results, i.a. concerning Seatbelt use and speed. The transport agencies will therefore step up the work with traffic safety campaigns. To achieve maximum effect, the campaigns must be coordinated with other methods, for example inspections. The strategy of aiming for a few large national campaigns with a duration over several years, and with a sharp message, will be continued. Campaigns shall be priorities within areas where changes from undesired to desired behaviour can give significant reduction in the number of killed and seriously injured’ (NTP chapter 5.6.7, page 105).
The Norwegian Public Roads Administration uses the following definition on the campaign concept:
A campaign is an activity where several methods are taken in use to change the road-users behaviour, for example in a more traffic safe direction.