Media Campaign For The Department of Health Child and Adolescent Mental Health Division: State of Hawaii
SHALL BE RECEIVED VIA HIEPRO UP TO 3:30 P.M. HAWAII STANDARD TIME (“HST”)
ON TUESDAY, SEPTEMBER 17, 2024
SPECIFICATIONS
SCOPE OF WORK
The CAMHD seeks to commence a suicide prevention campaign in the month of September with
the goals of spreading awareness of reputable interventions, promoting opportunities for
community connection, and reducing stigma related to experiencing serious mental illness and
suicidal ideation.
Work shall consist of scheduling, placement, and reporting of existing photo and video
advertisement assets across digital channels, including but not limited to, streaming television,
targeted display and video, and social media advertisements.
GENERAL DESCRIPTION
A. The CONTRACTOR shall collaborate and regularly communicate with the CAMHD via
videoconferencing, emails, and/or telephone calls during the development, production,
and distribution phases to provide status updates, ensure incorporation of the CAMHD’s
priorities, and seek feedback from the CAMHD in its suicide prevention campaign,
including, but not limited to, the following:
1. Demonstrate project viability with a work-in-progress snapshot, including, but
not limited to, still images, advertisement mock-ups, or sample video.
2. Create an anticipated development, production, and distribution timeline that
includes potential problems or concerns that may develop prior to completion
of the work, and proposed methods to address them.
3. Only broadcast and distribute the advertising materials approved by the
CAMHD.
B. The CONTRACTOR shall program messages tailored to the following audiences within
the STATE:
1. Youth ages 18 years and younger.
2. Youth experiencing or at risk of experiencing serious emotional disturbances.
C. The CONTRACTOR shall program digital advertisements on channels, including, but not
limited to, streaming television, targeted display and video, and social media.
1. The advertisements shall run from September 20, 2024, to September 30,
2024.
2. The advertisements shall result in no less than 3,750,000 impressions within
the target audience.
3. Advertisements shall be connected to the CAMHD’s Pixel ID and Google
Analytics accounts wherever possible.
4. Social media advertisements shall be run on the following accounts:
a) Instagram @camhdhawaii
b) Instagram @hawaiicares988
c) YouTube @camhdhawaii
d) YouTube @hawaiicares988
D. The CONTRACTOR shall submit performance reports no later than thirty (30) days after
the end of the Campaign run date. The report shall include information on ad creatives,
placements, reach, frequency, impressions, cost per impression, engagement, cost per
engagement, link clicks, cost per link click, and click-through-rate wherever possible.
SC-2 IFB No. CAMHD 460-25-03
E. The CONTRACTOR shall provide the STATE with copies of all material and content
produced as a product of the Campaign in a timely manner. The STATE shall own any
material and content produced.
