Social Marketing Services
1.1 Through the REACH grant, the Board of Health has received supplemental funding to support flu education and vaccine uptake in the community. A concerted effort is needed to address longstanding disparities this flu season:
• Flu vaccination coverage is inadequate for specific racial and ethnic groups disproportionately affected by COVID-19, at risk for serious illness from COVID-19, and at high risk for flu infection.
• Flu vaccination is more important than ever this 2020–2021 flu season to reduce the impact of respiratory illnesses, given the expected cocirculation of SARS-CoV-2 and flu viruses.
• Statistics highlight how vaccinations are just one facet of a larger system of structural inequity and discrimination in health care faced by African Americans and other racial and ethnic minorities.
1.2 Per the terms of the supplemental funding, the Board of Health is required to:
• Support and leverage CDC’s seasonal flu materials in certain racial and ethnic groups, who are also disproportionately affected by COVID-19
• Develop and implement community-based, culturally appropriate messages that focus on the following:
o flu spread, symptoms, prevention, and treatment
o flu vaccine safety and efficacy
o flu vaccination purpose, need, and opportunities/locations; and, as appropriate
o similarities and differences between flu and COVID-19
3.1 The Board of Health is seeking a qualified contractor to:
A. Assess the community’s knowledge, attitudes, and beliefs related to:
1. flu spread, symptoms, prevention, and treatment
2. flu vaccine safety and efficacy
3. flu vaccination purpose, need, and opportunities/locations; and, as appropriate
4. similarities and differences between flu and COVID-19
B. Audience test a pre-selected assortment of CDC’s seasonal flu communication materials from the #MaskUp #LatherUp #SleeveUp campaign –https://www.cdc.gov/flu/resourcecenter/toolkit/index.htm
C. Use analysis of the above to provide recommendations to revise the CDC’s materials to create community-based and culturally appropriate messages for the target audience.
2.1 The proposed priority population is African Americans (black, non-Hispanic) living in DeKalb County, GA, with a specific focus on residents 45 – 64 years of age. This population was selected because of their high disease burden. Data from the 2019 DeKalb County health assessment (unpublished) highlight these burdens, which increase the risk of influenza (flu) and COVID-19 complications:
• African American residents have the highest morbidity rates of all types of cardiovascular disease.
• African American residents have a higher prevalence of diabetes (11.9%) than white residents (4.9%). Also, African Americans ages 45 – 64 have a higher prevalence of diabetes (15.4%) than African Americans ages 18 – 44(1.4%).
• African American residents have a higher prevalence of obesity (31.1%) compared to whites (21.8%). Also, African Americans ages 45 – 64 have a higher prevalence of obesity (30.0%) than African Americans ages 18 – 44(24.8%).
Scope of Work:
4.1 The contractor will:
1. Attend a virtual kickoff meeting with the Board of Health staff to gain a clear understanding of training goals and objectives.
2. Conduct background research and submit assessment strategy – Brief review of existing campaign-related materials and information. Work with the project’s communications team to develop a tailored assessment strategy.
3. Develop assessment tools.
4. Assess the target audience. Conduct assessments to understand knowledge, behaviors, beliefs, lifestyle, and motivational factors related to flu vaccine uptake. Also, assess the understanding of flu/COVID in the community.
5. Report assessment findings. Summarize assessment results, highlighting essential findings, insights, and a summary of the participant responses. Also, include the recommendations for message/material revision and development and suggested distribution channels.
6. Revise or develop new messaging/materials. Revise current materials or create new ones with the assistance of the project team.
7. Audience test new messaging/materials. Develop a recommendation for a marketing strategy to test messages – includes but is not limited to outreach channels and duration of testing. The contractor will test messages/materials with target audiences.
8. Write and submit a summary report with recommendations. Draft and submit a final report of the assessment process, message development, and audience testing. Report to include results of testing and final message strategy recommendations, if any.
4,2 Assessment incentives are allowed but not required. Per Board of Health policies and procedures, incentives can be provided in the form of virtual or tangible gift cards and must not exceed $25.00. Any use of incentives must be clearly defined in the proposal narrative and budget.
4.3 Services will begin upon execution of this agreement through May 30, 2021.
4.4 The Board of Health will:
a) Facilitate recruitment of assessment participants.
b) Design and disseminate recruitment flyers and emails.
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