Title: CAMHD 101 PSAs (Ad-Buys), Broadcast and Social Media Campaign
Scope: The State of Hawaiʻi Department of Health (DOH) Child & Adolescent Mental Health Division (CAMHD) seeks to deploy an approximately one-month digital advertising campaign in September. The CAMHD has four (4) broadcast-quality public service announcements (PSAs) and is looking for an advertising agent to procure and secure ad spots and provide promotional support on local broadcast television and social media.
The CAMHD provides mental health services free of charge for eligible children and youth in Hawaiʻi who have severe emotional and/or behavioral challenges. Services include assessment, case management, and a range of therapeutic supports provided in the home and community, as well as temporary out-of-home placements. The CAMHD makes every effort to provide culturally sensitive, child- and family-centered services, and includes the youth and their families in all aspects of service planning and treatment decisions.
In addition to raising awareness of reputable resources, encouraging community connection opportunities, fostering mental wellness, and reducing mental health-related stigmas, the overarching goals for this campaign are to promote the CAMHD’s service array and supports.
The CAMHD will collaborate with the vendor on key milestones and deadlines. Work activities shall follow a media production and marketing timeline and operational framework, encompassing planning, production, marketing, distribution, and reporting. The CAMHD will review and approve all content and require weekly progress reports.
The work and media advertising shall not exceed $99,101, inclusive of taxes and fees. The advertising period is anticipated to run from approximately the middle of September until September 30, 2025.
GENERAL DESCRIPTION
A.The vendor shall collaborate and regularly communicate with the CAMHD via videoconferencing, emails, and telephone calls during all phases of development, production, marketing, and distribution to provide status updates, ensure incorporation of the CAMHD’s priorities, and seek feedback from the CAMHD, including, but not limited to, the following:
1.Demonstrate project viability with a work-in-progress snapshot, including, but not limited to, still images, design and advertisement mock-ups, or sample social reel and video previews.
2.Create an anticipated production schedule that includes potential problems or concerns that may arise before the project’s completion, including proposed solutions to address any potential barriers.
3.Only post, advertise, and premiere products that the CAMHD has approved.
B.The vendor shall program and advertise four (4) of the pre-recorded CAMHD video PSAs and apply them into compatible (and playable) formats for broadcast television and social media.
1.Advertisements shall run from approximately the middle of September, through September 30, 2025.
2.The advertisements are expected to yield at least 5.5 million impressions, 1.6 million reach, and 400,000 video views in total across all acquired platforms during the advertising period.
3.Advertisements shall be linked to the CAMHD Pixel IDs and Google Analytics accounts wherever possible.
4.Social media advertisements shall run on the following accounts:
a) Facebook @camhdhawaii
b) Instagram @camhdhawaii
c) Threads @camhdhawaii
d) YouTube @camhdhawaii
C.The vendor shall program messages tailored to the following audiences within the State:
1.Youth ages 13 to 18.
2.Families and households with youth ages 18 years and younger.
D.In collaboration with the CAMHD, the vendor shall vet and engage the services of an influencer(s) or campaign ambassador(s) to help spread awareness and promote the services of CAMHD.
E.PUBLIC SERVICE ANNOUNCEMENTS (PSAS)
1.The CAMHD will provide four (4) video PSAs (0:15, 0:30, 1:00, and 1:37 total run times) to the vendor.
1. Vendor shall prepare and deploy each PSA for broadcast on local television and post on social media.Vendor shall create and render designs accordingly for banner ads and slates.
F.Vendor shall prepare and deploy each PSA for broadcast on local television and posting on social media.
1.The vendor shall program the PSAs on the following local television channels and affiliated networks:
a) KHON
b) KITV
c) KGMB
2.The vendor shall advertise the PSAs on social media
a) Meta (Facebook, Instagram, Threads)
b) Google (Youtube)
G.Vendor shall submit weekly cost summary reports of all production, marketing, and distribution activities and associated campaign analytics (for example: gross generated media value versus ad spend versus net generated media value for social media).
H.The vendor shall provide all raw files, print ready files, licensed assets, and other media files associated with each PSA, as well as supporting digital or print collateral. These files shall be provided in one of the two methods below.
1.The vendor shall provide the files on an external Apple MacBook Pro compatible preferably Solid-State Drives, for example: G-tech, Lacie, SanDisk, or other compatible drives.
2.The vendor shall provide the files on one of the following cloud storage services: Dropbox, Google Drive, OneDrive, and Vimeo.
Due Date: 3:30 p.m. Hawaii standard time (“HST”) on tuesday, September 9, 2025
