The Colorado Department of Public Health and Environment (CDPHE), Hazardous Materials and Waste Management Division (HMWMD), Radiation Program (RAD), is soliciting quotes for a movie theatre public service announcement advertising and geo-targeting service.
Radon is the second leading cause of lung cancer and approximately 50% of Colorado homes have radon levels that exceed the EPA action level of 4 picocuries per liter of air (PCi/L). The RAD Program currently conducts numerous radon public outreach and education activities to protect the health of Colorado citizens.
Scope of Work:
The following provisions shall be included in the terms of the service to be purchased by CDPHE as a result of this solicitation:
a) The movie theatre network shall show for a minimum of two months (January and February, 2018) a CDPHE 30 second public service announcement (PSA) during the preshow before every movie, every day, on every screen, at a minimum of 40 theatres in Colorado.
b) The CDPHE 30 second PSA shall show on the theatre lobby screens a minimum of 40 times per day per screen.
c) The movie theatre network shall conduct online/mobile geo-targeting at all participating theaters and retarget relevant audience members with a CDPHE provided radon banner.
d) The movie theatre network shall provide a non-skippable PSA video to their network of brand-safe sites, optimizing toward video completion. i.e., The network shall retarget and/or follow moviegoers (based on their mobile phone identification code) to a list of websites where the radon PSA shall play as preroll video. This video shall be nonskippable and only on brand safe websites in the movie theatre network. As the campaign progresses, the network shall adjust or optimize the campaign to make it most successful for the radon initiative.
e) The movie theatre network shall link CDPHE provided banner ads to a landing page for free radon test kits as directed by CDPHE. Pixels shall be placed on this page to track conversions. i.e., When a moviegoer clicks on the CDPHE banner ads on their phones or other devices, the moviegoer shall be sent to a CDPHE radon web page for futher information about a test kits, etc. The network shall also track the number of moviegoers that convert and actually request the radon test kit.
Colorado Department of Public Health & Environment Contracts and Purchasing Unit Mail Room (B1)
4300 Cherry Creek Drive South
Denver, CO. 80246-1530