The purpose of this Colorado Department of Public Health and Environment (CDPHE) Request for Proposals is to solicit responses for media planning and buying services for an annual 12-month targeted public awareness campaign to increase awareness of prediabetes and drive enrollment into the NDPP. Media buying services will include tactical strategy and implementation, media negotiation and purchasing, and evaluation. The selected vendor will also need to develop campaign creative identified and approved by CDPHE and used to implement the media plan.
The mission of the Colorado Department of Public Health and Environment (CDPHE) is to protect and preserve the health and environment of the people of Colorado. CDPHE serves the people of Colorado by providing high-quality, cost-effective public health and environmental protection services. CDPHE focuses on evidence-based best practices in the public health and environmental fields and plays a critical role in providing education to its citizens so they can make informed choices. Cardiovascular diseases and diabetes combined account for more deaths in Colorado each year than any other single cause and the problems from uncontrolled diabetes and hypertension appear to be increasing sharply in recent years. The result is tens of thousands of costly and preventable hospitalization and emergency department visits each year. Diabetes was the primary or contributing cause of more than 75,000 hospital discharges and 95,000 emergency department visits in 2016. The hospital discharge rate for diabetes increased from 184 per 1,000 in 2012 to 264 per 1,000 in 2016, signaling a clear opportunity for innovative approaches to chronic disease prevention and management.
In Colorado, 6.6 percent of adults have been diagnosed with diabetes, with a higher prevalence among adults aged 55-64 (11.6 percent), aged 65+ (15.8 percent), Hispanics (8.2 percent), low-income adults (12.5 percent), those without a high school degree (8.5 percent) and Medicaid beneficiaries (7.3 percent). Additionally, 1 in 3 adults has prediabetes, a serious condition where blood sugar is higher than normal but not high enough to be diagnosed as diabetes. People with prediabetes are at high risk for developing type 2 diabetes, heart disease, and stroke. Awareness of prediabetes is low, and in Colorado only 11.1 percent of adults are aware of having prediabetes.
Scope of Work:
Goal of the project is to develop an advertising campaign to raise awareness about prediabetes and encourage enrollment in the NDPP services at locations in nine (9) Colorado counties.
CDPHE is seeking a partner for media planning and buying services for an annual 12-month targeted public awareness campaign to increase awareness of prediabetes and drive enrollment in the NDPP. Media buying services will include tactical strategy and implementation, media negotiation and purchasing, and evaluation. The selected vendor will also need to develop campaign creative identified and approved by CDPHE. The advertising campaign will promote NDPP in nine (9) select Colorado counties (Adams, Arapahoe, Boulder, Broomfield, Douglas, Denver, El Paso, Jefferson, and Chaffee.) The campaign will aim to reach underserved populations at greatest risk for type 2 diabetes to increase awareness of prediabetes. These populations include those with a high burden of prediabetes/diabetes and populations that have been under-enrolling in the NDPP relative to their disease burden and risk factors, including low-SES adults, Medicaid-eligible adults, African Americans; Asian Americans; Hispanics; American Indians; Alaska Natives; Pacific Islanders; men; older adults/Medicare beneficiaries; non-institutionalized people with visual impairments or physical disabilities; and any other population with a high burden of prediabetes and diabetes.
CDPHE is seeking a partner to plan, execute and evaluate a paid media plan, and develop the campaign creative. CDPHE will also be working with an independent evaluator to evaluate aspects of the programmatic work. The selected contractor will coordinate with this evaluator who will also evaluate aspects of the media as it relates to programmatic goals.
December 10th, 2018
Agencies who could be considered include W2O Group, a healthcare PR Agency.