The Kent County Purchasing Division is soliciting proposals
for the redevelopment of a public awareness campaign for the Kent County Health
Department. Since 2012, the Health Department has been awarded grant funding,
first through Network180 and now the Lakeshore Regional Entity, to oversee a
public messaging campaign called Rethink Drinks (www.rethinkdrinks.com). The
intent is to prevent adult heavy and binge drinking among Kent County residents
21 years of age and older with a primary focus on those between the ages of 21
and 34. It is not an abstinence message.
Over the past year, the Health Department has evaluated and
conducted two focus groups to get feedback on the campaign’s effectiveness.
Based on the results, it was determined the Rethink Drinks campaign needs to be
rebranded. The current image and “slogan” are dated and do not resonate with
the younger population the Health Department is looking to reach. Past methods
of promoting this message to Kent County residents include the use of
billboards, bus ads, Johnny ads, and online banner ads as well as exposure
through an Eight West appearance, a public service announcement in conjunction
with the Grand Rapids Griffins, and various marketing opportunities with the
West Michigan Whitecaps.
Alcohol use is a year-round activity with peaks of higher
consumption around certain events or holidays. That means the message is
relevant at any time. The desired date of project completed is by June 30,
2019. The Health Department intends to undertake a “soft launch” of the new
campaign before the end of the current fiscal year on September 30, 2019.
Scope of Work:
The Health Department is seeking a Respondent to redevelop
the Rethink Drinks campaign into a dynamic and visually appealing message for
Kent County residents particularly those between 21 and 34 years of age.
The Health Department wants marketing content/artwork that
would be appropriate for all types of digital/social media platforms as well as
billboards, Johnny ads, bus ads, etc. Other innovative marketing methods will
also be considered.
The campaign does not promote abstinence from alcohol;
rather it encourages safe and responsible drinking by those of legal drinking
age who choose to take part.
The campaign will run throughout Kent County for all
residents of legal drinking age but will target populations including but not
People between the ages of 21 and 34 years of
Both men and women
Parents of young children
Focus group participants suggested certain themes may
resonate with various target populations. This includes but is not limited to:
The serving size of beer, wine, and liquor;
Hangovers and how it makes a person feel the
Alcohol spending and how that money could be
used to pay student loans and other bills;
The empty calories in alcohol and potential
weight gain consuming the empty calories could potentially cause;
Driving under the influence and its consequences
such as costs (ticket, insurance, court fees) and potential damage to
The Health Department will consider renaming the campaign as
part of the redevelopment process.
The budget for the redevelopment is set not to exceed
Materials developed will need to include the KCHD logo and
the Lakeshore Regional Entity funding statement and logo.