R -- NATIONAL YOUTH MEDIA CAMPAIGN

Notice Date

March 22, 2001

Contracting Office

Department of Health and Human Services, Center for Disease Control and Prevention, Procurement and Grants Office (Atlanta), 2920 Brandywine Road, Room 3000, Atlanta, GA, 30341-4146

ZIP Code

30341-4146

Solicitation Number

2001-N-00048

Response Due

May 4, 2001

Point of Contact

Allyson Brown, Contract Specialist, Phone (770)488-2649, Fax (770)488-2670, Email ARBrown@CDC.GOV -- Kem Williams, Contract Specialist, Phone (770)488-2776, Fax (770)488-2670, Email KWilliams1@CDC.GOV

E-Mail Address

Allyson Brown (ARBrown@CDC.GOV)

Description

The Centers for Disease Control and Prevention (CDC) contemplates awarding a contract to qualified organizations having the capability to plan and implement a national media campaign targeting youths ages 9 to 13 (tweens), their parents or other primary caregivers, and other key youth influential adults (e.g., coaches, school personnel, community group personnel, community leaders, etc. ) The campaign will encourage healthy activity, especially physical activity, as a means of displacing unhealthy, risky behaviors. While the final plan will be modified by the selected contractor, CDC envisions that a multi-media campaign will be created and maintained for at least one year featuring ethnically diverse tween talent (hereafter referred to as talent) who will appear on a cable or broadcast television program as well as on an interactive website dedicated to the campaign and its activities. Following a reality/road show formula, the talent role models will go on location and feature other tweens, their families and mentors, and their favorite, healthy activities in real, diverse communities across the country. The optimal offer will link the road show to the touring calendar of well known musical acts, sports figures or other celebrity appearances appropriate for tween audiences, allowing the campaign to co-host live, local events that bring together the talent, musical entertainment, sports figures, and/or other celebrities with community personnel and resources that offer tweens opportunities for ongoing participation. The live events should be broadcast through available local media channels and incorporated into the primary campaign media program(s) and website. A list of potential community partner organizations across the country will be provided by CDC. Community partner organizations will likely need to identify some matching funds to host events, and it will be the offerer's responsibility to manage the contribution of the campaign to local event budgeting. As part of the multi-media strategy, an interactive website will be maintained allowing tweens to register their own activities, earn reward points and prizes, and interact with the talent as well as a web community of other youth. Using a related and integrated strategy, the campaign will deploy additional media channels and messages to reach out to parents and adults influencers with enabling and reinforcing information to facilitate the goals of the campaign. Campaign activities shall include: 1) developing and implementing media plan based on an existing plan and applicable theoretical models such as social cognitive theory, diffusion of innovation, stages of change, and the theory of reasoned action, 2) conducting formative research as needed including the establishment of youth panel(s) 3) developing key messages and executions, e.g., advertising, editorials, web pages, programming for select audiences 4) identifying, capitalizing on, and reinforcing other select campaigns targeting the primary and/or secondary audiences such as the parenting campaigns at CDC and ONDCP 5) negotiating and purchasing media (TV, radio, Internet, newspaper, magazine, theater, in-school media etc.) that are in line with the results of formative research and to achieve optimal reach and frequency with the primary and secondary audiences; 6) developing partnerships and working through (for efficiency sake) top media outlets for tweens and adult influencers 7) organizing turnkey youth event that is replicated in approximately 15 communities nationwide annually with the assistance of local organizations and media 8) creating materials to support community action 9) supporting and coordinating with various contractors including those representing minority populations and evaluation contractors 10) tracking success and refining campaign strategy 11) documenting activity for evaluation, replication and presentation It is anticipated that this solicitation will result in a single cost reimbursement contract covering the national campaign. Also, a complementary solicitation (2001-N-00049) will be issued targeting two separate minority populations utilizing the small business set-aside program. The small business awardees will develop culturally appropriate campaigns that reinforce the national campaign. All three Contractors will be expected to work collaboratively and share media resources, as appropriate. CDC anticipates awarding a five year cost-reimbursement contract. All information required for the submission of an offer will be contained in the electronic RFP package. The scheduled issue date is appproximately March 15, 2001. The solicitation will be available electronically on www.eps.gov (Solicitation 2001-N-00048) on or around March 15, 2001. Hard copies of the solicitation will be available on the day the solicitation is posted. Requests for hard copies of the solicitation can be made via e-mail to ARBrown@cdc.gov or via fax to (770)488-2670. No telephone requests will be accepted. Hard copy requests must include the name of the requester, telephone number, organization name and address. Hard copies will be mailed via regular mail to those requesting hard copies on the day the solicitation is posted. A pre-proposal conference will be held approximately March 29, 2001 time and place to be determined. Responses to the RFP will be due on or about May 3, 2001. All responsible sources that meet the above requirements may submit a proposal which shall be considered by the Agency.

Web Link

Visit this URL for the latest information about this (http://www.eps.gov/cgi-bin/WebObjects/EPS.woa/wa/SPF?A=M&P=2001-N-00048&L=2965)

Record

Loren Data Corp. 20010326/RSOL010.HTM (D-081 SN50H0J8)