Lake County, Illinois Issues Tobacco Cessation Marketing RFP
The purpose of this RFP is to identify an entity that can be contracted with to provide the Lake County Health Department and Community Health Center (LCHD/CHC) a tobacco cessation media campaign, using a combination of mediums that allows for the recruitment of new smoking cessation clients. It is expected that this campaign will utilize the Center for Disease Control and Prevention’s “Tips from Former Smokers” ads.
Scope of Work:
The Health Department is receiving an award from the Centers for Disease Control and Prevention (CDC) to fund a tobacco cessation media campaign that uses a combination of mediums and allows for the recruitment of new smoking cessation clients. It is expected that this campaign will utilize the CDC’s “Tips from Former Smokers” ads.
The Health Department is committed to implementing smoking prevention and smoking cessation initiatives. The Health Department’s efforts have been supported by funding from the Illinois Department of Public Health’s Tobacco Free Communities program since 2001. The Department’s work has focused on individual smoking cessation services as well as population-based tobacco control initiatives. The Health Department employs a Certified Tobacco Treatment Specialist who counsels clients one-on-one with the goal of quitting tobacco use. Population-based tobacco control initiatives include: improving public policy, healthcare provider education, smoke-free multi-unit housing advocacy, and the promotion of the Illinois Tobacco Quitline.
Recently, the promotion of the Quitline (which is linked to the Health Department’s tobacco cessation services) has been limited because of a reduction in state grant funding. Recruitment and retention are challenging for cessation services and reduced funding for the Quitline has increased these challenges. The new funding opportunity for a tobacco cessation media campaign that will allow for recruiting new smoking cessation clients from the CDC presents an opportunity for the Health Department to saturate the Lake County community with education and cessation recruitment efforts. While the grant requires the use of the CDC “Tips Campaign” to promote the Illinois Tobacco Quitline, the ads can be modified to include contact information for the LCHD/CHC in-house tobacco cessation program.
The Health Department is committed to ensuring that all tobacco users in Lake County have education on the importance of quitting tobacco use as well as access to tobacco cessation resources. The Health Department is seeking a marketing provider that can meet our advertising needs by providing a multi-faceted campaign, using the CDC’s “Tips Campaign,” that is designed for user engagement. This attractive strategy will allow interested quitters to directly enroll themselves in tobacco cessation services as well as request resources. Given the need for a diversified campaign, we are requesting a combination of social media, web-based media and radio advertising. The proposer must use the CDC “Tips” ads selected by the Health Department. “Tips” ads are available in multiple formats and can be somewhat modified to meet advertising restrictions and sizes, etc.
The selected proposer will need to ensure their campaign design will attract interested quitters and encourage them to request information and/or enroll in tobacco cessation counseling.
The proposed system must have the following capabilities:
- Able to be produced and executed from August–November 2018
- Ability of campaign to target geographic areas and demographics of high tobacco users
- Ability to collect contact information from the interested quitter (i.e., phone number, email address)
- Ability to track the geographic locations of web-based views
- Ability to saturate the Lake County market with cessation recruitment advertising at a frequency that keeps the message present for a minimum of 3 months.
- Ability to advertise in multiple formats: web-based, social media (Twitter, Facebook, Instagram), radio
- Ability for user-interest recognition (i.e., when a person sees the ad and roll over it on Facebook, it will show up on other web and social media)
- Ability to edit CDC “Tips” Campaign files to meet the needs of the advertising medium
- Ability to download/track responses on a regular basis; export information into a usable format.
- Availability of proposer staff for consult as needed
- Provision of Spanish translation services for requested materials
- Ability to maximize output while keeping within a $75,000 budget
June 1st, 2018
Lake County Health Department and Community Health Center
2400 Belvidere Road – L50
Waukegan, IL 60085
Materials Management Department
Zeno Group and Edelman PR have strong Illinois offices.