Non-Engineering Safety Strategies and Public Outreach

The City of Redding is seeking a subcontractor to develop and implement public education campaigns and behavioral interventions aimed at reducing distracted and aggressive driving behaviors, working in tandem with existing engineering safety measures. The effort is designed to complement infrastructure improvements by influencing driver attitudes and habits through targeted outreach, with the ultimate goal of enhancing road safety across the region. The contract falls under the NAICS code 541840, indicating it involves advertising, marketing, and public relations services tailored to public safety outcomes. The solicitation was posted on June 18, 2026, and the work is to be performed in Redding, California. Although specific funding details or set-aside provisions are not provided, the project emphasizes collaboration with local transportation safety initiatives and requires the contractor to design evidence-based strategies that drive measurable changes in driver behavior. The project’s success will hinge on the ability to craft compelling, culturally relevant messaging and deploy interventions that resonate with diverse communities within the area, reinforcing broader transportation safety goals established by the city.