State of Wyoming Seeks Tobacco Prevention Media Agency
The Wyoming Department of Health (WDH), Public Health Division (PHD), is accepting proposals for comprehensive statewide media services for the Tobacco Prevention and Control Program (TPCP). The primary focus of the project period will be educating the public on the negative health effects of exposure to secondhand smoke and the benefits of smokefree environments. Other topics that may be covered include, promotion of the Wyoming Quit Tobacco Program (WQTP) for tobacco cessation services, spit tobacco, and youth initiation.
Background:
The TPCP safeguards the health of Wyoming residents by decreasing the burden of death and chronic disease in Wyoming caused by tobacco use. A statewide strategic planning process was completed in 2010. The strategies and activities incorporated in the plan emphasize leadership and infrastructure development to enhance TPCP’s capacity to achieve the nationally recognized goals: eliminate exposure to secondhand smoke, reduce tobacco initiation among youth, promote tobacco cessation programs, and address populations that suffer disparately from the health or economic effects of tobacco use. Activities directed towards the accomplishment of these goals are carried out at the state program level, and by community-based prevention programs. The WQTP provides Wyoming tobacco users access to free counseling services as well as no-cost cessation medications. The WQTP is managed through a contract with National Jewish Health (NJH). Participants receive cessation counseling through the QuitLine (1-800-Quit-Now) or the QuitNet (http://www.quitwyo.org). Upon enrollment in cessation counseling services, clients receive phone and online counseling or coaching, nicotine replacement therapy, as well as assistance with the cost of prescription medications that help with cessation success. Youth between the ages of 12 and 17 may receive free counseling, but are not eligible to receive nicotine replacement therapies or medications.
Scope of Work:
Develop Media Campaigns.
The contractor shall develop and disseminate a comprehensive media campaign that will disseminate messages to the general population of Wyoming and to specific target audiences including adults, businesses, and others as determined by the WDH to educate on the negative health effects of exposure to secondhand smoke and the benefits of smokefree environments.
The successful vendor will develop content with guidance from the WDH. Campaigns should be designed to make the most cost effective use of radio, TV, print, out of home and digital assets. The successful vendor will work with existing campaign design and messaging as well as develop new campaigns based on growing needs of the Program and evidence-based research regarding target audiences. This may also include utilizing assets from other states that have been proven to be effective.
The contractor shall conduct formative research which includes, but is not limited to, focus groups, surveys and literature review for guidance in creation and selection of creative content for target audiences. This may also include researching campaigns that have been proven to be effective from other states.
The contractor shall develop and disseminate media messages and materials using marketing strategies and information that are Wyoming specific.
The contractor shall develop media campaigns that are designed to engage Wyoming citizens in the following ways:
Increase the number of adult tobacco users and non-tobacco users who believe exposure to secondhand smoke is harmful.
Increase the number of Wyoming tobacco users and non-tobacco users who support smokefree indoor and outdoor environments by emphasizing that secondhand smoke is a public health issue.
Challenge existing social norms that view tobacco use as acceptable.
Decrease the number of Wyoming residents who are exposed to secondhand smoke in indoor and outdoor environments. Consider messages that would influence behavior changes in smokers and non-smokers. For example, not smoking in cars with children, not smoking in the home, not smoking in the presence of children, or making indoor and outdoor work environments and outdoor public environments smokefree.
Educate Wyoming residents of the harms of tobacco and how tobacco use is related to the development of chronic disease and/or the progression of existing chronic disease factors.
Motivate tobacco users to quit and seek out tobacco cessation treatment services through the WQTP.
Media Evaluation.
The vendor shall provide media evaluation services in order to determine the effectiveness of statewide media campaigns. Describe the methods that will be used to evaluate the effectiveness of the campaign components and creative assets. Consider the following criteria: a) Reach – How will vendor assess the project’s statewide distribution? b) Implementation – How will vendor assess use of materials? c) Effectiveness – How will vendor assess effectiveness of the project beyond “reach?”. Evaluation and research efforts may also be coordinated with the TPCP’s contracted evaluator.
The contractor shall discuss evaluation issues, tracking systems, and reports with Division staff, and will strive to be responsive to additional WDH needs and special requests. The contractor will not be contractually obligated to provide data, analysis, or further reports on an ad hoc basis.
The contractor shall develop protocols and procedures for conducting the specific surveys and evaluation reports. The contractor will provide WDH access to all data, protocols, analysis methodology, and processes related to the implementation of evaluation and surveys conducted. The contractor shall maintain a central repository for all process and outcome data, as well as confidential documents.
Due Date:
November 23
Address:
STATE OF WYOMING
DEPARTMENT OF ADMINISTRATION AND INFORMATION
PROCUREMENT SECTION
2800 CENTRAL AVENUE
CHEYENNE, WY 82002
Agencies with relevant experience include MWW PR and Burson-Marsteller.
