State of South Carolina Issues Media Marketing RFP

The “Just Plain Killers” campaign is designed to educate and inform the people of South Carolina about the grave consequences associated with prescription pain killer/opioid abuse. The campaign materials also feature facts associated with the problem here in our state and help define what opioids are, along with the dangers associated with them.


Data available from recent years clearly indicates that South Carolina continues to see an increase in problems associated with opioid use. During 2017, there were 782 deaths in the state attributed to prescription drugs, and 748 deaths involving opioids. 144 deaths were attributed to heroin, 235 to cocaine, and 362 to fentanyl. Since Fiscal Year 2017, 6,427 individuals have been administered naloxone by EMS professionals throughout the state. A sharp increase was seen in males ages 25- 34 from 2014 to 2017. Prescription data obtained from South Carolina’s Prescription Drug Monitoring Program indicates that 863 opioid prescriptions per 1,000 residents were dispensed in 2017. The South Carolina Opioid Emergency Response Team (SCOERT), under the leadership of Governor Henry McMaster, has developed a comprehensive plan to guide state and local efforts to combat the opioid epidemic. The plan was developed as a part of the ongoing collaboration of more than two dozen organizations and includes four focus areas for addressing the problem, including education and communication, prevention and response, treatment and recovery, and coordinated law enforcement strategies. The SCOERT has set a goal of zero deaths involving opioids. South Carolina needs to continue the existing “Just Plain Killers” outreach and education campaign to further educate the citizens of the state as to the extent of the problem and how to help reduce the consequences of opioid use.

Scope of Work:

The overdose death prevention campaign will be designed to educate and inform the people of South Carolina about the magnitude of overdose deaths in South Carolina, the availability of naloxone, signs and symptoms of an overdose, etc. The expanded campaign materials will also focus on providing information to pharmacists, dentists, and doctors to highlight the issue of overdose death prevention, and provide them with resources to aid with achieving the target of zero deaths.

Program Goals:

·         Continue the “Just Plain Killers” statewide education campaign designed to raise community awareness and reduce the stigma surrounding the issue of opioid-related drug misuse/abuse in South Carolina;

·         Continue the promotion of universal branding in order to link current multimedia opioid misuse/abuse campaigns developed by partner agencies in South Carolina;

·         Promote resources developed for substance use disorder, healthcare, law enforcement, and other professionals;

·         Continue to promote prevention messages for youth, young adults, and parents/guardians warning of the dangers of opioid misuse/abuse;

·         Continue to promote information on treatment options available throughout the state for opioid-related drug misuse/abuse;

·         Continue to promote information on recovery initiatives in South Carolina; and

·         Continue and expand efforts to promote the prevention of opioid overdose deaths through the availability and use of naloxone.

Target Populations:

1. General population (Citizens of South Carolina);

2. Professionals (e.g., medical, behavioral health, first responders);


3. Youth and young adults (ages 12-25);

4. Parents/guardians; and

5. Opioid use disorder patients and their caregivers.

Responsibilities of the Contractor

·         Develop, implement, and coordinate the entire project under the overall direction of DAODAS.

·         Dedicate an appropriate amount of staff time for the effective implementation of this project. These staff members shall: a. Coordinate all aspects of the contract with DAODAS staff assigned to the project.

                b. Ensure that target dates for the project are met and that all goods and services are provided                 on time and on budget.

                c. Provide quarterly progress and fiscal reports to DAODAS.

Continue current efforts and develop new campaign strategies as follows:

                a. Maintain current efforts associated with the theme and logo.

                b. Manage and evaluate the reach and effectiveness of existing social media forums for the       campaign.

                c. Develop new social media forums for the campaign.

                d. Develop, promote, and evaluate the reach and effectiveness of television ad(s) under the     campaign theme.

The Contractor will verify through market testing that the ads developed will be effective with South Carolina audience(s).

                e. Maintain current efforts and develop new scripts for radio ads, designs for digital billboards, and artwork for print ads, etc., and evaluate the reach and effectiveness of these tools that        incorporate the campaign theme.

                f. Arrange for paid placement of radio, print and outdoor advertising as agreed upon with            DAODAS staff.

                g. Evaluate the reach and effectiveness of current materials and develop any new materials,      such as ambient marketing tools, community toolkits, fact sheets, infographics, educational         pieces, and other marketing items that will reinforce the branding of the campaign and drive             audiences to the website and social media outlets.

                a. Maintain current efforts and develop and evaluate new content for the campaign microsite                 ( to serve as a landing site for information and a place for        downloadable materials to be housed.

                b. Manage the hosting of the existing data dashboard on the campaign microsite.

                c. Maintain current connections with the state’s 32 county alcohol and drug abuse authorities to               ensure that they are involved in the promotion of the campaign throughout the state.

                d. Develop a recommended media budget that identifies an agreed-upon allocation of campaign             resources across various forms of media.

                e. Present the complete strategy (to include use of current and newly developed ideas) to         DAODAS for its review and approval. Make appropriate modification to materials as directed.

Produce campaign materials and implement a distribution plan to include the following:

                a. Develop and implement a distribution plan that will secure the best possible placement of      campaign materials for the greatest market penetration. The Contractor will be given some                flexibility to determine appropriate quantities based on the strategy and distribution plan. The                          level of placements proposed should ensure a high level of statewide visibility for these       materials in all major media markets.

                b. Leverage in-kind placement donations to every extent possible.

                c. Monitor the time and usage of campaign materials.

                d. Publicize the campaign through statewide news conferences in major media markets.

                e. Work collaboratively with DAODAS to develop special news features or radio station                 interviews on opioid related misuse/abuse. As appropriate, special promotional events may also        be held to raise awareness.

Conduct follow-up evaluation of the Campaign to include the following:

                a. Conduct an annual evaluation of the campaign to determine the level of market penetration                 and the effectiveness of campaign messages. The evaluation report will include a summary of   the air time/space secured for the project and the level of market penetration. The Contractor       shall present DAODAS with a written report of findings. The evaluation will also examine the               level of fulfillment of project objectives as specified; problems encountered in the                 implementation of the program and how they were remedied; media coverage achieved for the             project; focus group findings (if appropriate); and innovations implemented during the project.

                b. Prepare other summary reports of the campaign as needed for DAODAS and various                stakeholders that may include: website visits and analytics; social media followers,               engagements, and sentiment; and earned media analytics.

Travel Expenses. Compensation for travel, meals, or lodging shall be subject to the amounts and limitations specified in the State’s travel regulations. Documentation for travel expense reimbursement shall be provided in accordance with State procurement guidelines. Travel expense is defined as other than that required for normal account service, excluding specific travel requirements identified in the RFP.

Other Expenses. The Contractor shall be reimbursed at actual cost for expenses for postage, shipping, and other services not specifically enumerated herein when incurred in the performance of the Contractor’s duties described in the Scope of

Services, provided prior approval for such expenses is obtained and upon receipt of an approved invoice with supporting documentation with proper signatures.

Due Date:



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