CDHS is seeking a contractor to assist CDHS, and our
partners, in the design, production, implementation and evaluation the Child
Abuse and Neglect Public Awareness Campaign.
The primary goals of the campaign are to:
1. Market the statewide child abuse and neglect hotline;
2. Educate mandatory reporters and the general public in all sixty-four (64)
counties, as well as two (2) sovereign Indian tribes, on how to identify and
report suspected child abuse and neglect;
3. Educate the public about protective factors and evidence-based approaches to
abuse and neglect and child deaths; and
4. Raise awareness about the need for foster and/or adoptive parents and to
increase interest in
helping a young
person and/or family impacted by the child welfare system.
Collaborating with our partners, the Colorado Department of
Human Services’ (CDHS) mission is to design and deliver high quality human and
health services that improve the safety, independence, and well-being of the
people of Colorado. CDHS is comprised of eight offices that strive to achieve
this mission and serve the people of Colorado.
The Office of Children, Youth and Families (OCYF) oversees
and coordinates services for Colorado’s most vulnerable children, youth and
families. The Office is organized into three divisional focus areas; (1)
Division of Youth Services, (2) Domestic Violence Program and the (3) Division
of Child Welfare. Each division is uniquely organized and holds defined goals
to best collaborate with our community partners to achieve the CDHS shared
vision that the people of Colorado are safe, healthy, and prepared to achieve
their greatest aspirations.
In 2015, the Colorado Department of Human Services, in
partnership with more than one hundred and fifty community partners throughout
the state and the Governor’s Office, launched a multi-year Colorado Child Abuse
and Neglect Public Awareness Campaign to engage all Coloradans in the
prevention of child abuse and promote the Colorado Child Abuse and Neglect
Hotline 1-844-CO-4-KIDS (1-844-264-5437).
To build an evidence-based public awareness campaign, OCYF
conducted public opinion research in 2013 which serves as a baseline
measurement for the effectiveness of the Colorado Child Abuse and Neglect
Public Awareness Campaign. According to research, Coloradans were well aware
child abuse and neglect is a problem, believing that one in four children
experience abuse or neglect. More than half of Coloradans said they had
personally encountered a child that they suspected was a victim of abuse or
neglect and they said that they were very likely to report a litany of typical
abuse and neglect situations.
However, perceptions were very different from reality. Prior
to the launch of the campaign the general public – friends, neighbors,
community members – were not reporting concerns. It was estimated that 75% of
reports of child abuse and neglect in Colorado came from mandatory reporters of
child abuse and neglect, 15% came from family members, and only 10% came from
the general public.
The primary goal of the campaign is to encourage all
Coloradans to play a role in the prevention of child abuse and neglect by
reporting all concerns to the Colorado Child Abuse and Neglect Hotline and
getting involved to help Colorado’s kids. This comprehensive effort includes
shared messaging, grassroots outreach, media relations, billboards, television
commercials, social media, and toolkit materials to help campaign partners
raise awareness. Every year, the campaign reaches over one million impressions,
encouraging Coloradans to get involved and play a role in the prevention of
child abuse and neglect.
When a child has experienced abuse or neglect, out-of-home
placements may be necessary to protect the children, but most children and
teens who receive help through child welfare services are not removed from
their homes. In fact, in 2018, of the 20,814 Colorado children and their
families involved in an open child welfare case:
• 68 percent of children and youth received services in their own homes
• 32 percent of children and youth were placed in an out-of-home placement
(kinship care, foster care, group home or
residential treatment facility)
On an average day in Colorado, 14 children and teens are
placed in foster care.
Colorado has a shortage of foster parents. Today, there are
2,231 children and teens living with a foster family in Colorado. With just
over 2,000 certified foster homes, social services agencies are always in need
of families who are willing to care for children with special needs, sibling
groups, older youth and young people who speak a different language.
Recognizing a need for foster and adoptive parents in
communities across Colorado, the public awareness campaign expanded to include
messages to raise awareness about this need.
Scope of Work:
The purpose of this request for proposal (RFP) is to solicit
proposals from which CDHS will select a contractor to provide professional
services for the design, production, implementation and evaluation of the Child
Abuse Prevention and Child Welfare Public Awareness Campaign.
The successful bidder must demonstrate expertise in managing
public awareness campaigns to reach a widespread and diverse audience such as
the one described herein. Experience creating and managing multifaceted
government-sponsored awareness campaigns is preferred.
The successful bidder will provide professional services to
develop a strategic plan and implement multi-media campaigns, in English and
Spanish, targeted at identified communities and the Colorado general public.
The State requires the successful bidder to design multi-media campaigns that
reach Metro and rural communities, communities across the socio-economic
spectrum, underserved communities, and communities of color and all sexual
orientations, gender identities and expression.
The selected contractor will work with OCYF staff members
responsible for overseeing the campaign to develop a final strategy. OCYF will
appoint an individual to be a liaison to the successful Offeror. This
individual will attend entrance/exit conferences and assist the Offeror in
understanding Department requirements and reporting guidelines.
Services shall include, but are not limited to:
Strategic Planning: Working with State staff, the successful bidder shall
create an innovative and
communications plan to identify key audiences, strategies, tactics and timeline
for the campaign. State staff shall have the opportunity to request
modification to any communications plan and
shall provide final approval of any communications plan.
Message Development: The successful bidder shall develop adverstising
messages based on existing State shared messaging, messaging research and
Graphic Design: The successful bidder shall develop and implement a
creative identity and/or brand identity and manage the production of
campaign materials. Changes to existing State
creative or brand identity shall require State approval.
Paid Media: The successful bidder shall develop a strategy and oversee
the purchase and
placement of paid media (advertising) in market areas throughout the State, to
include the use of existing technology and media as
well as emerging technologies and media when appropriate
and as approved by the State.
Community Outreach: The successful bidder shall develop and implement a
strategy to reach other partner agencies and interested
stakeholders, to include the development and
distribution of campaign materials to statewide partners, assisting partners in
customizing materials and year-round utilization, and
registering for festivals as requested by the State with
the goal of increasing visibility for State
programs and campaigns.
Awareness Month Mini-Campaigns: The successful bidder shall develop
campaigns inclusive of all marketing elements and programmatic goals, as
requested by the
State, to include, but not be limited to, Foster Care Month in May, Child Abuse
Prevention Month in April, National Adoption Month in November, Human
Trafficking Awareness Month in
January, Sudden Infant Death Syndrome Awareness Month in October, and outreach
and awareness around Pride Month in June. The successful
bidder shall assist community partners with creative digital, earned media, and
other materials as identified by the State.
Intra-agency Awareness Campaigns: The successful bidder shall develop
campaigns, as identified by the State, for other Divisions and Offices within
the Department of Human Services
that intersect with the public awareness goals of OCYF.
Culturally Inclusive Marketing: The successful bidder shall develop and
implement a complementary and culturally sensitive strategy
to reach the Latino community in Colorado,
including Spanish-language print and electronic materials, public service
as well as other races, ethnicities, and LGBTQ communities in Colorado. The
approved strategy shall reach across the socio-economic
spectrum for all communities and
and be designed to proactively engage the identified community.
Public Relations: The successful bidder shall develop and implement a
strategy to reach
Colorado news media, including but not limited to news releases, pitching,
media events, placement
and follow-up, message training for State and county spokespersons as well as
Marketing Materials: The successful bidder shall write, design and produce
electronic materials (i.e. newsletters, brochures, flyers, posters, billboards,
gas toppers, television and radio public service
announcements and advertisements, etc.).
Public Service Announcements: The successful bidder shall develop and
produce short videos and radio spots and manage distribution to local media
outlets and community partners.
Video Production: The successful bidder shall have the capacity to travel
across Colorado and develop and produce television commercials,
longer format online videos, and live online
Social Media: The successful bidder shall work with the State to develop
a creative strategy for
outreach through existing social media platforms/technology and, as approved by
the State, emerging social media
platforms/technology to reach target populations through social media.
The successful bidder shall provide strategic direction and platform management
requested by the State.
Special Events: The successful bidder shall plan and implement media
events, news conferences
meetings or briefings with the public or special interest groups for campaigns
and as requested by the State.
Website: The successful bidder shall work with existing State
properties, including but not
limited to websites, and shall provide guidance and support to any State
efforts to change, modernize, or improve upon its online presence in
furtherance of any campaign. The State
website is currently developed through Drupal.
Reporting: The successful bidder shall provide reports that include
information on measureable
objectives (e.g.; number of paid and earned media placements, number of
impressions, social media analytics,
public opinion survey results, focus groups), as well as how the evaluation
process will demonstrate effectiveness and
inform adjustments to proposed strategies. The
bidder will provide an annual report, meeting reports and/or minutes, reports
any and all mini-campaigns, and a progress report to assist the State in
reports for Joint Budget Committee (“JBC”) meetings and/or hearings.
Evaluation: The successful bidder shall develop an evaluation process to
measure the effectiveness of above strategies to create public awareness
statewide to be provided to State
personnel on a monthly basis and as requested by CDHS. The successful bidder
shall rely on the developed
evaluation process in preparation of any reports.
March 26th, 2019.
Colorado Department of Human Services
Attn: Mandy Zila
North/Central Procurement Office
1575 Sherman Street, 6th Floor
Denver, CO 80203
Agencies with relevant experience includes Alison Brod PR
and Hunter PR.