It is the intent of this Informal Request for Proposal (IRFP) to seek one or more qualified organizations with the expertise and experience to provide the Alameda County Health Care Services Agency (HCSA) with social marketing services, including the development of communication assets and tools to assist in the Agency’s COVID-19 pandemic response. The selected awarded Bidder(s) shall develop a comprehensive social marketing campaign that will incorporate feedback from public or non-profit health organizations, as well as from collaborative partnerships with social justice and public health promotion programs that tackle broader social inequalities – access to power, resources, and opportunities – all of which determine the outcomes of health and disease within the population. The County intends to award a one (1)-year contract (with option to renew) to the Bidder(s) selected as the most responsible Bidder(s) whose response conforms to the IRFP and meets the County’s requirements. The maximum amount of the contract shall not exceed $75,000 for the contract term, with services charged on an hourly basis
The HCSA’s mission is to achieve health equity by working in partnership to provide high quality services, foster safe and healthy communities, and promote fair and inclusive opportunities for all residents. Communities of color across the country and within Alameda County are being disproportionately impacted by COVID-19, reflecting long-standing institutional and structural racism and resulting in health, economic, social, and environmental inequities.
In Alameda County, certain populations are disproportionately affected by the COVID-19 virus. Latinos account for 42% of confirmed COVID-19 cases, while comprising 22% of the county population; and, African-Americans account for 14% of cases, while comprising 10% of the county population. The highest case rates of COVID-19 are reported in zip codes in East Oakland, the unincorporated areas of Ashland, Cherryland, and Fairview, as well as in Hayward. Racial differences in COVID-19 outcomes stem from inequitable access to a broad range of resources that enable people to be healthy, such as:
• health insurance and quality health care,
• adequate income and employment benefits like paid sick leave,
• food security,
• affordable, healthy housing,
• clean air and water, and
• safe, well-resourced neighborhoods.
Given these conditions and others, HCSA seeks social marketing campaign services, proposed by the Bidder, that incorporate a social justice and health equity lens throughout the development and delivery of assets and tools. The goal of the intended campaign is improved community health.
Scope of Work:
The selected awarded Bidder(s) shall provide HCSA with the following services and deliverables under the direction of the Strategic Initiatives and Public Affairs Director and/or the Public Information Director:
1) Development of tools and templates for agency staff to use in the deployment of public information and guidance;
2) Facilitation and refinement of methods to expand current communications efforts to reach community organizations and outlets (large and small), policy makers, and residents with messaging that promotes adoption of prevention and health promotion measures (e.g., stay in place, maintain space, cover face, wash hands, cover mouth) and sustained behavior change;
3) Creation of messaging that is empathetic, culturally relevant (including language specific needs), inclusive, and balances the Health Officer orders with consideration of the social determinants of health;
4) Project Management; and
5) Development of print, TV, web, and social media campaigns and strategies including editing and post production services.