Men’s Suicide Prevention Campaign: Website and public advertising
Written Inquiry deadline. Submit all inquiries by e-mail to Allan Smith at allan.smith@state.co.us 2:00 p.m. MST 1/23/2024
4. Response submission deadline 2:00 p.m. MT 2/6/2024
A. Project Summary
The goal of this project is to shift social norms around men’s mental health, increase
male help seeking behavior, and reduce the suicide rate among men in Colorado.
This project serves to create, advertise, promote, enhance, manage and maintain the
content of a website and public advertising campaign designed specifically for
working-age men, who account for the highest number and rate of suicide deaths
annually in Colorado and nationally. The website will aim to change the social norms
around men’s mental health, increase male help-seeking behavior, and reduce the
suicide rate among men in Colorado. The website shall include a free mental health
and suicide risk self-assessment designed to measure anger, anxiety, substance use,
depression and suicide. The site shall also include a large self-help tips, online tools,
and information on local and national crisis services and local mental health services.
Specific resources will be prioritized within highly impacted counties including El
Paso, La Plata, Larimer, Mesa, Montezuma, Pueblo, Delta, Gunnison, Hinsdale,
Montrose, Ouray and San Miguel Counties, Jefferson, Clear Creek, Gilpin and for men
working in priority occupations, including the construction industry, emergency
responders, and those particularly impacted by COVID-19 response efforts like retail
and the restaurant industry as well as for other identities such as BIPOC and
non-English speaking communities.
The vendor must be able to:
● Create a functional public-facing website platform and advertising campaign specifically for working-age men within the first three months of the contract
● Submit a Creative Development Plan within the first three months of the contract
● Refine or create new messaging to prioritize within the budget confines
● Develop final creative asset files for advertising outreach
● Identify needs to update existing creative messaging and resizing existing creative campaign assets
● Manage the production of any collateral printing processes within the existing budget
● Submit a Paid Media Plan within the first three months of the contract
● Identify and work with media outlets to negotiate advertisement placements within the target markets
● Secure opportunities to highlight the website and creative messaging through:
○ Public Service Announcements
○ Out of Home placements
○ Digital targeting
○ Paid search
○ Social venues.
● Provide monthly strategic analytics regarding the website in
Colorado including:
○ Monthly website traffic numbers of Colorado site visitors
○ Monthly head inspection completion numbers of Colorado site visitors
● Provide Campaign Reports to measure campaign success by reporting on:
○ Distribution of materials (collateral/promotional items)
○ Media reach and impressions
○ In-depth look at individual campaigns to find out which marketing
partners are driving people to the website.
● Provide Content Reports to track the effectiveness of online content.
● Conduct evaluation planning to strategically maximize the reach of the website
● Create a Google Analytics Dashboard for the website to measure impact within
the counties of focus and statewide
● Have the ability to reach a minimum of 5,000 visits to the website within the first six months of the contract
● Have the ability to reach a goal of 1,000 website visitors completing mental health and suicide risk self-assessments on the website within the first 6 months of the contract
● Complete the above activities with a maximum budget of approximately $100,000/year.
