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 limited to:
- People between the ages of 21 and 34 years of age
- Young professionals
- 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 next day;
- 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 professional reputation.
The Health Department will consider renaming the campaign as part of the redevelopment process.
The budget for the redevelopment is set not to exceed $15,000.
Materials developed will need to include the KCHD logo and the Lakeshore Regional Entity funding statement and logo.
All content should be English.
Kent County Purchasing Division
300 Monroe Avenue, NW
Grand Rapids, MI 49503