Description of Potential Risks to Brain Development Associated with Marijuana Use Messaging Campaign

Inquiries Deadline Date & Time (local) 3/28/2024, 2 PM

Web link: file:///C:/Users/cbettencourt/Downloads/RFP5607_Specification%20.pdf

INTRODUCTION

The Kent County Purchasing Division is soliciting proposals for the development and implementation of a multifaceted, prevention focused public messaging campaign about potential risks to brain development associated with marijuana use. Messages should address the topics of:

• Use during adolescence and young adulthood:

o Focusing on the potential negative impacts to brain development and health including but not limited to impaired memory, learning, concentration, coordination, anxiety, depression, and addiction

• Use during pregnancy and breastfeeding:

o Focusing on the potential negative impacts to the fetus including but not limited to preterm birth, low birthweight, brain development, and childhood behavioral problems Marijuana use and perceptions of risk are closely related. As marijuana use has become more socially and culturally accepted and the number of medical and adult-use retail businesses have increased, the perception of risk has begun to decrease while use has also started to increase. Despite medical use of marijuana being legal in 40 states, including Michigan, and the District of Columbia and adult use of marijuana being legal in 24 states, including Michigan, and the District of Columbia, it is still illegal at the federal level. The Substance Abuse and Mental Health Services Administration says marijuana is the most used illicit drug in the United States.

According to the 2022 National Survey on Drug Use and Health:

• 22.0% of people aged 12 and older (61.9 million) used marijuana in the past year regardless of method (smoking, vaping, edibles, etc.)

• 15.0% of people aged 12 and older (42.3 million) used marijuana in the past month

• 68.5% of respondents perceived great risk from smoking one or more packs of cigarettes a day

• 68.5% of respondents perceived great risk of having four or five alcoholic drinks nearly every day

• 25% of respondents perceived great risk from smoking marijuana once or twice a week

When compared to the high perception of risk for using cigarettes or alcohol, this low perceived risk of marijuana use combined with its easy availability may make it more appealing for people to engage in marijuana use. Marijuana use is growing among all adult age groups, both sexes, and pregnant women while perception of risk is going down. Many adolescents do not consider marijuana use a risky behavior. (Substance Abuse and Mental Health Services Administration) Kent County has approximately 40 medical and adult use marijuana retail businesses making the product readily available. While acknowledging marijuana is a legal substance in Michigan, through this messaging campaign, the KCHD seeks to increase 1) the perception of risk of marijuana use, and 2) awareness of the risks it poses to adolescent, young adult, and fetal brain development among Kent County residents, specifically young adults and women of childbearing age.

Using marijuana, in any of its various forms, is not limited to a specific time of year. The purpose of the campaign is to engage users with well-designed and relevant messages that are applicable at any time of the year.

The contracted vendor will be required to design campaign assets for both digital/social media platforms and traditional marketing methods. Campaign implementation would begin in the summer and include a minimum four-week pilot launch of selected messages chosen in conjunction with KCHD staff.

SCOPE

The KCHD is seeking a vendor to develop and implement a multifaceted public messaging campaign for residents of Kent County. The proposal should include all the necessary steps to develop and implement the campaign. Messages should address the topics of:

o Use during adolescence and young adulthood:

o Focusing on the potential negative impacts to brain development and health including but not limited to impaired memory, learning, concentration, coordination, anxiety, depression, and addiction

• Use during pregnancy and breastfeeding:

o Focusing on the potential negative impacts to the fetus including but not limited to preterm birth, low birthweight, brain development, and childhood behavioral problems

The Health Department desires marketing content/artwork appropriate for all types of digital/social media platforms as well as traditional marketing methods. Other innovative approaches will also be considered.

The proposal should contain an implementation plan for a pilot launch of selected campaign messages. Implementation would begin in the summer and last a minimum of four weeks. A comprehensive analytical report of the campaign must be provided within 30 days of the campaign completion.

Experience in the topic of substance use disorder (SUD) is preferred but not required; previous involvement in creating SUD messages will be beneficial. Including a sample of campaign creative with the proposal is preferred but not required. The KCHD reserves the right to participate in the creation of messages and must approve all messages before campaign implementation.

When applicable, campaign creative should:

• Avoid showing substances (e.g., marijuana, cigarette, e-cigarette, alcohol, pills, etc.) or actions you are trying to have people avoid.

o Images of clouds of smoke, empty glasses, or pill bottles without showing the substance or action are allowed.

• Not use stigmatizing, judgmental, or accusatory language.

• Include a diverse population including different races, ages, genders, etc., representing people of Kent County and Michigan

• Use simple terms/plain language so it is easy for everyone to understand, no matter their level of education.

• Use high resolution versions of logos, images, video footage, etc.

• Include the KCHD logo which will be supplied.

The campaign will respect the fact that voters have legalized marijuana use in Michigan while working to increase 1) the perception of risk of marijuana use, and 2) awareness of the risks it poses to adolescent, young adult, and fetal brain development among Kent County residents, specifically young adults and women of childbearing age.

The campaign will run throughout Kent County. Audiences of particular interest are: 1) women of childbearing age, and 2) adolescents and young adults ages 17-25.

Message development and campaign implementation must be completed by August 31, 2024.

The Kent County Standard Submission Terms posted on the Bid Opportunities page of the Kent County Purchasing Division website are incorporated by reference and shall be deemed to have the same force and effect as if fully set forth herein.