The Virginia Department of Health, Division of Disease
Prevention (hereafter referred to as VDH DDP) is soliciting bids for the
placement of advertisements to promote HIV and hepatitis C testing in
Virginia. Advertising shall include two components: in-home HIV test kits
and HIV and hepatitis C testing at select Walgreens stores in Virginia.
Ad design may be required.
The Mission of the Virginia
Department of Health is to protect the health and promote the well-being of all
people in Virginia. The agency’s vision statement is “Become the healthiest
state in the nation.
Maintain a competent and valued workforce Recruit and retain the best employees. Ensure that VDH staff are properly developed and coached. Plan for knowledge transfer and future succession. Demonstrate that VDH employees are valued.
connected, and resilient communities
population health strategies in Virginia. Foster community
collaboration. Share timely, reliable, actionable, sub-county
Be a trusted
source of public health information and services
public health information accurately and timely in the format and delivery
method in which it is most effective. Create systems, policies, and
practices that improve health for all people in Virginia. Make our services
more clear and visible to the public user. Reinforce the role and mission of
public health to federal, state and to local communities.
conditions that improve health opportunity
partnerships at the state and local level to increase community capacity to
focus on determinants of health. Enact “health in all policy” approaches at
the state and local level. Strengthen organizational infrastructure to
support health equity.
systems that deliver consistent and responsive support
a culture of continuous quality and process improvement at VDH. Establish an
internal culture of customer service excellence.
Scope of Work:
All Offerors must include a media plan for review as part of
their response to the bid of solicitation. This plan must include the
types and formats of advertisements that will be placed, all proposed platforms
(by name), demographic and location targeting, projected/promised impressions
and reach by platform, projected spend by platform, and timeline for
project. Other relevant analytics such as video views or social
engagements can be substituted where appropriate for impressions or
reach. The media plan must address each component of the project
separately to ensure that both are accurately covered.
A list of staff members working on the project must also be
included in the media plan with a brief description of project
responsibilities. Full resumes are not required and inclusion of resumes
does not meet this requirement.
Modifications and final approval of the media plan is at the
discretion of the VDH DDP.
A detailed budget must be included for review as part of the
bid for solicitation. Offerors should break down their bid amount by line
items such as personnel, supplies, contractual (advertising buy), etc.
Each line item should include a description of the items or services
included. Offerors should clearly outline media buy markups and other
similar fees in their budget if they wish for these fees to be approved and
In-Home HIV Test Kits: the selected offeror is
responsible for the entirety of the ad design process for in-home HIV test
advertisements. If the offeror has created advertisements for this
purpose previously they may be approved for use for this project with
modifications. Multiple designs may be required depending on the proposed
and approved platform(s). Once designs are completed or approved they must
be turned into the VDH DDP for approval. The selected offeror will be
required to make any adjustments that the VDH DDP deems appropriate and
Walgreens: there is currently a 45-second digital
video file that is available to use for Walgreens advertisements. The
file will be shared with the selected offeror. The selected offeror may
opt to include other placements as well. Any additional placements must
be designed by the selected offeror.
The VDH DDP is not liable for any stock image or video
agreements that the selected offeror enters into for this project, or if the
offeror uses images or video without the proper permissions.
Upon reaching a final-approved product, the selected offeror
shall give a copy of the final ad design files to the VDH DDP for future use.
All formats for this solicitation must be digital. The
final site(s) they will point to will be finalized once an offeror is
selected. Specific digital platforms will not be required in this
solicitation—they may include digital radio (Spotify, Pandora), digital
television (Hulu, local station apps), social media (Facebook, YouTube),
webbanners, mobile app ads, dating app ads, etc. At least one dating app
used by men who have sex with men (MSM) must be included for in-home test kit
advertising. The VDH DDP can only give advertiser access to their
Facebook account. Offerors should consider this when suggesting social
media platforms. Multiple types of platforms must be included.
Advertisements for both efforts must be specific to men, MSM,
and/or transgender women. Advertisements cannot be served to anyone under
18 years old. Offerors may propose other groups that are at risk for
contracting HIV. For more information on HIV risk by group, visit https://www.cdc.gov/hiv/group/index.html.
A maximum of $95,000 is available for this
solicitation. This budget amount is all-inclusive.