MnDOT + RSI
Turning Crisis
into Confidence
Rebuilding the I-35W Mississippi River Bridge
Background
In August 2007, the Interstate 35W bridge in Minneapolis collapsed during evening rush hour, killing 13 people and injuring 145 others. It was one of the most-watched infrastructure disasters in American history — and the pressure to rebuild quickly, transparently and well fell squarely on the Minnesota Department of Transportation. Shortly after the collapse, Flatiron-Manson Joint Venture and Figg Engineering asked Rapp Strategies to lead communications for the design and reconstruction effort.
Challenge
MnDOT faced two simultaneous crises. The immediate need was practical: rebuild one of the busiest bridges in Minnesota as fast as possible, with the eyes of the nation watching. But the longer-term challenge was harder to solve — the collapse had shaken public confidence in major infrastructure, and no amount of concrete and steel would restore trust on its own.
The communications challenge was equally complex. A project of this scale, speed and sensitivity required more than press releases and project updates. It demanded a fundamentally different approach to how government talks to — and listens to — the people it serves.
Our Role
Rapp Strategies was retained by MnDOT and project partners to provide crisis communications, media relations, and public outreach support throughout the accelerated design and construction of the replacement bridge. We developed a comprehensive public engagement strategy that transformed how MnDOT communicated — shifting from a traditional one-way, government-to-public information model to a genuine two-way dialogue with the communities most affected by the collapse and the rebuild.
To execute that strategy, Rapp Strategies built an engagement infrastructure that kept the public informed, involved and connected at every phase:
Dynamic project website: Created an interactive online hub where residents could track all phases of design and construction, including 3D animations showing how the bridge was being built.
24/7 construction cameras: Placed live cameras on-site so anyone could watch progress in real time, around the clock.
Project hotlines: Established direct communications channels so the public could get accurate information straight from the project team, cutting through rumor and media noise.
Sidewalk Superintendent Talks: Led weekly in-person sessions at the construction site, giving residents and media a front-row seat and direct access to project leadership.
Community surveys and small group meetings: Gathered structured feedback from audiences who were significantly impacted but often disconnected from formal project communications.
Throughout the engagement, Rapp Strategies provided:
Strategic communications counsel to MnDOT leadership and project partners
Media coordination and spokesperson support
Ongoing narrative development to shift the story from crisis to confidence
Public-facing materials and outreach content
Results
The I-35W Bridge rebuild became the most-watched public infrastructure project in the country — and the communications program matched the scale of the moment. By converting unprecedented public and media attention into a sustained communications asset, Rapp Strategies helped MnDOT move the narrative from tragedy and doubt to transparency and confidence.
The project proved that large-scale infrastructure and genuine public trust are not in conflict — they reinforce each other. Residents and media who followed the rebuild came away with a real understanding of design-build construction, high-technology bridge sensors, automatic de-icing systems and dozens of other innovations introduced to Minnesota for the first time. The public didn't just watch the bridge go up. They understood it
Key outcomes included:
Direct contact with more than 17,000 people through Sidewalk Superintendent Talks, stakeholder meetings and other engagement activities
RSI managed nearly 1,000 media inquiries from journalists and outlets across the world
MnDOT and the project were recognized by the American Road & Transportation Builders Association for excellence in public-media relations and education
The new I-35W bridge went from collapse to reopening in just 13½ months, ahead of the projected schedule.
The project was met with widespread public approval
Ongoing Support
The success of the I-35W rebuild established Rapp Strategies as MnDOT's trusted communications partner for major infrastructure. The firm was subsequently retained to lead public engagement for the Hastings Bridge and St. Croix Crossing projects, applying the same community-first model to each.