The County of San Diego (CoSD) is seeking proposals from organizations (“Offerors”) interested in providing media services for the CoSD Health & Human Services Agency (HHSA), Tobacco Control Resource Program (TCRP) and the CoSD HHSA Perinatal Equity Initiative (PEI) Program.
Tobacco Control Resource Program (TCRP): Contractor shall provide media services for the County of San Diego Health & Human Services Agency (HHSA), Tobacco Control Resource Program (TCRP) consistent with the guidelines of the California Department of Public Health, Tobacco Control Program (CTCP) media objectives. Contractor shall curate, customize, implement, and document multimedia products, services, and campaigns to: (1) develop strategic messaging for stakeholders and decision-makers and affect tobacco control-related policy change, and (2) increase public awareness and understanding of tobacco control topics throughout San Diego County. Activities include, but are not limited to media buys – the placement of advertising and public service announcements online, in print, radio, and on television and distribution of information via websites, social media, and the production of print and electronic materials as deemed necessary by the County.
Perinatal Equity Initiative (PEI): Contractor shall provide media services for the County of San Diego HHSA, PEI Program to raise awareness and to promote health messages regarding African-American maternal health and infant mortality. Activities include, but are not limited to launching a Public Health Awareness Media Campaign and placing media buys as deemed necessary by the County.
The strategic use of media in tobacco prevention campaigns is a key component of the TCRP. By coordinating with the statewide advertising campaigns and leveraging resources previously tested and produced, TCRP can amplify CTCP messages to support to local policy, system, and environmental change strategies in a cost-effective manner.
Media interventions reach large audiences through television, radio, newspaper, out-of-home placements (e.g., billboards, movie theaters, point-of-sale) and digital media to change knowledge, beliefs, attitudes, and behaviors resulting in the reduction of tobacco use.
There is strong evidence that mass media campaigns are effective at reducing and preventing tobacco use and that they are cost-effective. Through compelling messages, imagery, and music, the media campaign grabs the public’s attention, frames the issues, and initiates conversations resulting in public engagement. Another role of the paid media campaign is to counter the influence that the tobacco industry’s advertising and promotions have on tobacco use. There is a direct and causal relationship between exposure to tobacco marketing and the uptake and continued use of tobacco by young people. Research demonstrates that mass media campaigns are effective at countering tobacco industry marketing. It is through these mechanisms – providing visibility to the program, creating awareness, stimulating community discussion, and countering tobacco industry marketing – that the statewide media campaign supports local tobacco control interventions and drives calls to the California Smokers’ Helpline.
The California legislature found and declared a
continuing statewide gap between infant mortality rates for African-American
infants and those for other population groups. Although statistically
significant declines in infant mortality have been achieved, the rate of
mortality among African-American infants continues to be two to four times
higher than the rates for other groups statewide. Preterm birth, the leading
cause for infant death, has increased for the third straight year in
California. The California PEI was established to augment current Black Infant
Health (BIH) program services aimed to reduce African- American infant
mortality. A Public Health Awareness Media Campaign will greatly contribute to
raising awareness regarding African-American preterm birth rates, infant
mortality, and promote health activities that will contribute to
African-American maternal health and well-being.
The County of San Diego HHSA supports the Live
Well San Diego vision of Building Better Health, Living Safely, and Thriving.
Live Well San Diego, developed by the County of San Diego, is a comprehensive,
innovative regional vision that combines the efforts of partners inside and
outside County government to help all residents be healthy, safe, and thriving.
All HHSA partners and contractors, to the extent feasible, are expected to
advance this vision. Building Better Health focuses on improving the health of
residents and supporting healthy choices. Living Safely seeks to ensure
residents are protected from crime and abuse, neighborhoods are safe, and
communities are resilient to disasters and emergencies. Thriving focuses on
promoting a region in which residents can enjoy the highest quality of life.
Information about Live Well San Diego can be found on the County’s website and a website dedicated to the vision:
TCRP: Contractor shall work with the County and Regional Contractors to decrease the rate of tobacco use in San Diego County and contribute to policy system and environmental changes through cost-effective, targeted media purchases on the negative health impacts of tobacco use and providing media expertise through technical assistance to regional contractors and County staff.
PEI: Contractor shall work with the County to launch a PEI Public Health Awareness Media Campaign to engage community and raise awareness regarding African-American preterm birth rates, health inequities, African-American maternal and infant mortality rates and promote health activities that contribute to African-American maternal health and well-being.
Outcome Objectives: Contractor shall achieve the following outcome objectives within the following activities:
TCRP: Contractor shall use a variety of media and social marketing techniques to (1) inform stakeholders and decision-makers and affect tobacco control-related policy change and, (2) increase public awareness of tobacco control topics. These media and social marketing techniques shall include but shall not be limited to television, radio, billboards, enduring written materials, websites, social media (Facebook, Twitter, etc. and other social marketing tools to communicate with the community.
TCRP: Contractor shall conduct media buys using the media and social
PEI: Contractor shall develop a PEI Public Health Awareness Media Campaign plan, utilize media and social marketing techniques, and conduct media buys to support goal as directed by the County.
General Requirements for Service Delivery
Contractor shall be responsible for supervising any County-approved media products and services that are to be completed by subcontractors.
Contractor shall not accept any grant monies or in-kind contributions from any tobacco-related entity over the duration of the grant. Contractor shall refrain from any promotion of the tobacco industry or its subsidiaries.
Contractor shall provide full-disclosure of any additional funding it currently receives for tobacco control activities. Statements of additional funding shall include: (1) the source of the funding (e.g., State, Federal or private philanthropy agency), (2) the amount of funding, (3) the term for which the funding will be received, and (4) the specific activities required for the funding. In addition to current funding, any new funding received during the three-year contract term shall also be reported to the County within 30 days of receipt.
Continuous Service and Limitation of Cost: Contractor shall ensure that all services required under this contract shall be accomplished throughout the entire contract term and each funding year.
Contractor shall report, if witnessed, any Master Settlement Agreement violations to the Attorney General’s hotline at (916) 565-6486. For information about the Master Settlement Agreement, see https://oag.ca.gov/tobacco/msa.
Contractor shall promote to the target population, regardless of smoking status, language appropriate California Smokers’ Helpline(s). Additionally, this information shall provide individuals, businesses, and organizations with the necessary information to refer family members, friends, employees, clients, and patients who are smokers.
All media/materials/publications/presentations/logos, websites, and any other products developed with these funds shall be the property of the County of San Diego and the State of California.
Contractor shall follow the County’s and CTCP’s Attribution and Media and Communications guidelines. All materials developed shall include the following statement:
Any media developed with these funds shall be reviewed and approved by the County prior to submission or release.
Contractor shall include the County HHSA and Live Well San Diego logos on all media communications, as determined by the County.
All publications, presentations, and media communications (e.g., ads, press kits, flyers, etc.) shall be reviewed and approved by the County prior to placement and publication. Recommended to notify County a minimum of thirty days in advance.
Press Releases and Media Events: Contractor shall advise the County at least 24 hours in advance of all locally generated press releases and media events regarding contracted services. Notification shall be through email and/or telephone call to the County.
Any recruitment, outreach, and training documents in support of the contract
deliverables shall be reviewed and approved by the County prior to
submission or release.