SB Attachment 2.pdf

11-223-SOL-00101

Attachement (2)

Task Order 1 Campaign to Reduce Tobacco Use among Minority Youth, Aged 13-17, Who Are Intermittent Smokers

I. Introduction

A. Background

The FDA Center for Tobacco Products (CTP) seeks to develop and execute effective public education campaigns to reduce the enormous toll of illness and death caused by tobacco products. Tobacco use is the leading preventable cause of disease, disability, and death in the United States. More than 400,000 deaths are caused by tobacco use each year in the United States (USDHHS, 2010). Each day, about 3,450 kids in the United States try their first cigarette and 850 kids become new regular, daily smokers (NSDUH, 2011). To protect the public health, the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) gives FDA authority to regulate tobacco products and educate the public about the dangers of tobacco use.

Research has found that anti-tobacco media campaigns are an effective strategy that contributes to reducing tobacco use; therefore, this multimedia advertising campaign will address Healthy People 2020 Tobacco Use Objective 2: Reduce tobacco use by adolescents.

Tobacco use is almost always initiated and established during adolescence. Teens may be more sensitive to the reinforcing effects of nicotine in combination with other chemicals found in tobacco products, which may increase their susceptibility to nicotine addiction (NIDA, 2011).

The first symptoms of nicotine dependence in adolescents can appear within a matter of days or weeks of the onset of intermittent tobacco use. Many intermittent youth smokers graduate to becoming daily, heavy smokers. And, intermittent smoking is more prevalent among African- Americans, Hispanics/Latinos, Asian American and Pacific Islanders as compared to Whites.

This campaign will be targeted toward this minority youth intermittent smoker population with the aim of reducing their tobacco use. Evidence from controlled field experiments and population studies shows that mass media campaigns designed to discourage tobacco use can change youth attitudes about tobacco use and reduce smoking prevalence (NCI, 2009).

As part of FDA’s overall strategy of youth prevention—a key purpose of the Tobacco Control Act, this public education campaign will work in concert with FDA regulations, programs, and priorities being put in place to protect the public from the death, disability, and disease caused by tobacco use. As required by the Tobacco Control Act through a new FDA regulation, text health warnings accompanied by graphic depiction of the negative health effects of smoking must be on cigarette packaging and advertising by September 2012. Examples of these health warnings include, but are not limited to, “cigarettes are addictive” and “smoking can kill you.” These warnings could be used in communication vehicles targeted to youth to provide scientific reasons why tobacco is dangerous. Another upcoming requirement of the Tobacco Control Act pertains to FDA publishing a list of harmful and potentially harmful ingredients. This list of ingredients could inform future youth prevention campaign efforts by equipping youth with the scientific facts they need about harmful ingredients to choose not to use or to quit using tobacco. CTP seeks to work with its partners to develop, execute, and assess this campaign to help reach its overall goal of reducing tobacco use and make tobacco-related death and disease part of America’s past, not America’s future.

B. Purpose

The purpose of this task order is to obtain technical professional services for strategic planning, development, execution, and assessment of a multimedia public education campaign designed to reduce tobacco use among minority youth, aged 13-17, who are intermittent smokers, by educating them about the negative health consequences of nicotine addiction and tobacco use.

The effort supports FDA’s execution of its authority for graphic health warnings on cigarette packages and ads (Title II, Section 201), authority for publishing information about the harmful and potentially harmful constituents in tobacco products (Title II, Section 904), and related tobacco prevention messages with relevance to this audience.

The government reserves the right to make multiple awards based on the contractors’ proposed campaigns, targeted messages, and strategies to ensure that minority youth segments are reached.

C. Campaign Outcome Objectives

The strategic approach and execution of the campaign seeks to fulfill the following objectives with the intended audience or audience segment:

• Awareness of and receptivity to campaign messages;

• Increased knowledge of health risks of tobacco use;

• Increased perceived risks of tobacco use;

• Decreased appeal of tobacco products particularly those most used by or attractive to youth;

• Pro-health changes in normative beliefs about tobacco use;

• Self-efficacy to quit smoking; and

• Increased intention to quit.

Target audiences:

• Minority Youth, aged 13-17, who are intermittent smokers.

• People who influence teens, including parents, family members, and peers.

D. Scope

The scope of this task order is the set of professional services required to achieve the Campaign Outcome Objectives with respect to minority youth, aged 13-17, including strategic planning, formative research, creative development and production, and implementation of traditional and digital media plans, social media and earned media outreach, and localization activities. While the contractor is required to incorporate paid media strategy and planning elements into its campaign activities, the actual detailed paid media plan, purchase, coordination, and post-buy analysis falls under a separate task order to be released under this contract.

II. Requirements

The contractor shall use a targeted multimedia approach to reach and educate minority youth in creative and innovative ways as indicated by consumer and market research, which may include paid advertising, earned media, social media, cause-marketing partnerships, and digital communications, including mobile technologies. The contractor shall furnish all necessary services, qualified personnel, materials, equipment and facilities, not otherwise provided by CTP, as needed to perform the requirements of this task order.

The proposed message strategies and creative executions shall be appropriately framed to be most relevant among the target audience and present accurate health information. They should be comprehensive in nature and complimentary to, but not duplicative of, other teen tobacco prevention campaigns. They shall be based on in-depth market and consumer research performed by the contractor and evaluated in collaboration with CTP’s outcome evaluation contractor as directed by the government. The overall campaign and audience segment efforts will also leverage existing relationships with federal partners, such as the Centers for Disease Control and Prevention, which have extensive experience working with young people and/or on tobacco control campaigns.

A. Strategic Planning & Research

Based on government direction and campaign objectives, the contractor shall develop, deliver, and implement a comprehensive marketing plan, formative research plan, and a creative brief.

a. Marketing Plan

At a minimum, the contractor’s marketing plan shall:

• Describe the problem and the contractor’s approach to the solution.

• Provide detailed audience segmentation analysis and the rationale for executing the strategy targeted to the selected priority segment, including analysis of relevant criteria, such as demographics, geography, psychographics, communication behaviors, and media use.

• Provide objectives, strategies, channels, and tactics that are innovative, actionable, measurable, and reflect the latest market research and trends in health communication science and tobacco control.

• Take into consideration the growth of mobile technology and social media in American society and recommend opportunities in interactive, mobile, new, and social media, and digital communication.

• Identify potential organizations at the federal, national, regional and local level that would be helpful partners in achieving the overall goals of the campaign with relevance to audience segments.

• Develop a high-level recommended media buy plan, including multimedia, which takes into account the unique media consumption habits of the intended audience. Required elements include:

o Documentation of how the buys support objectives; and, o Estimated reach, frequency, and cost; and participation in any network upfront media opportunities designed to deliver maximum reach, frequency, and effectiveness at the lowest cost to the Government.

• Provide an overall project management sub-plan to include timetables with noted critical decision points and key deliverables.

• Provide a budget, including labor categories, labor hours, and other direct costs, for each core element of the plan including: research, creative development/production, campaign implementation, and communication/coordination with the government. If an effort is proposed for more than more audience segment, provide the budget by audience segment.

b. Formative Research

The contractor shall provide a formative research plan and execute the approved plan to provide in-depth information for the development of the creative brief.

c. Creative Brief

The creative brief shall provide project description and background; description of the target audience; target audience insights, including demographics, lifestyles, psychographics, and other characteristics; goals; challenges; key benefits; statements of support; brand character;

copy strategy; tone; media channels/vehicles; and any other creative considerations.

B. Creative Development/Production

Based on government direction and the approved marketing plan and creative brief, the contractor shall create targeted messages and materials to support the targeted public education effort, which may consist of traditional advertising, social media, digital communications, press materials, collateral materials, and materials for partners and influencers. In creative development/production process, the contractor shall:

• Present creative concepts based on the approved marketing plan and creative brief to the COR for government refinement and approval.

• Deliver and execute a finalized communication check research plan for the testing of creative concepts, including message and materials to ensure effectiveness with the intended audience, including accuracy, consistency, clarity, relevance, credibility, and appeal, and deliver results to COR for approval to proceed.

• Ensure that unique characteristics, experiences, norms, values, behaviors, and beliefs of the targeted audience, and relevant historical, environmental, and social forces are taken into consideration in the development and execution of creative advertising.

• Ensure that all materials—traditional, digital, and non-traditional—are prepared in a format consistent with HHS and FDA requirements and have all necessary approvals from HHS and FDA. Files shall be Macintosh platform in Adobe InDesign Creative Suite CS5 or below, Adobe Photoshop, and Adobe Illustrator, Adobe Photoshop, and Adobe Illustrator. File format will depend on what the output is going to be, but could possibly be indd., qxp., gif, jpeg, tiffs, and pdfs.

o TV and Radio: Master files of filming/recording in format acceptable for future media placement on DVDs.

o Digital Media/Web: Finalized files for posting on the web in format acceptable for future media placement.

• Ensure that all materials are consistent with the CTP’s identity and take into consideration other CTP education campaigns.

• Ensure that all materials developed for electronic distribution will comply with Section

508 of the Rehabilitation Act. See Section IV of this task order for more information.

• Ensure that all necessary Federal, HHS and FDA terms of services, privacy, security and other best practices and legal requirements are completed prior to developing creative materials for any new dissemination channels (i.e., new social media sites).

• Ensure that all TV, radio, web, outdoor and print advertisements are available to be localized by qualified groups and allow for the insertion of the qualified organization’s name and contact information in the advertisement.

• Negotiate usage rights for television, radio, print, and digital materials, as necessary, and procure the proper ad usage rights for placement.

• Ensure that all talent, images, and other materials procured under the task order are negotiated to include buy-out rights as able and at least cover the duration of the task order period of performance.

• Provide to the COR all finalized creative materials, including supporting paperwork regarding usage rights, contacts for renewing usage rights, and signed Model Release forms. Creative materials files shall include print and collateral materials - all of the native graphic files (burned to CD) and all supporting high-resolution artwork, fonts, images and illustrations used to create the product.

C. Paid Media

In conjunction with its marketing plan and creative content development efforts, the contractor shall fully support the Center in its efforts to gain the greatest efficiencies in its use of paid media in support of contract objectives. As such, the contractor shall create a Paid Media Competition Package including the following elements:

• Marketing and Paid Media Strategy: A description of the overall marketing strategy and the paid media objectives and associated strategies.

• Creative Brief developed in Task A.

• Advertisements created in Task B.

D. Implementation of Digital, Interactive, Mobile, and New Media

In conjunction with its marketing plan and creative content development, the contractor shall:

• Develop and implement its interactive, mobile, and new media strategy by creating and implementing new social media tools, e-partnerships, and user-centered Websites.

• Provide Website support, including but not limited to: developing usability-based content and design; day-to-day Web management; maintenance in the FDA Web Content Management System; technical development support, including Flash, video, and other appropriate technologies; conducting and analyzing usability and satisfaction assessments; and implementing changes as directed by the Center.

• Recruit participants; draft scenarios; develop prototypes (if needed); design usability test plans, including evaluation measures such as performance and preference metrics;

conduct debriefing sessions to discuss findings and fixes.

• Report on raw data from participants, user metrics, and recommended fixes based on the usability test data to address issues of navigation, usability, or content.

• Develop, maintain, test, and promote campaign presences on social media channels, including, but not limited to, Facebook, Twitter, YouTube, LinkedIn, and MySpace.

• Develop and maintain digital policies, user-centric content, navigation, and architecture for all digital campaign products.

• Employ open government technologies such as ideation tools, Web dialogues, Webinars, Webcasts, and online video contests to engage the Center’s stakeholders in a two-way dialogue on public education campaigns.

E. Media Outreach

The contractor shall develop and implement a media relations plan for CTP’s input and approval that shall promote and reinforce key campaign messages. At a minimum, the contractor shall amplify and augment national/regionally-delivered messages through national and local outlets.

F. Localization/Partnership

The contractor shall develop and implement a localization plan for CTP’s input and approval that shall leverage partnerships to promote and reinforce key campaign messages. At a minimum, the contractor shall:

• Work with appropriate partners to deliver campaign materials and messages at the State, regional, and community level to support campaign activities, particularly national media buys.

• Assess the needs of interested organizations, coordinating communications with those organizations, and developing promotional materials and providing technical assistance as appropriate.

• Provide expertise and experience to create and sustain relationships with non-governmental partners.

• Ensure the dissemination of campaign messages through national and community outlets, including multicultural channels.

G. Campaign Refinement

The contractor shall sustain and refine the campaign(s) and campaign components developed under this task order. Based on evaluation outcomes such as those provided by the Center’s Weekly Media Recap Reports, the contractor shall perform the following activities:

• Refine strategies, channels, and tactics to enhance access to and receptivity of targeted audience segments.

• Conduct additional formative and evaluative research techniques including focus groups, online panels, key informant interviews, survey instruments, or other methods.

• Refine or create new messages and materials including traditional advertising, social media, digital communications, press materials, collateral materials, and materials for partners and influencers.

• Further develop outreach efforts and relationships with partners, interested organizations, and stakeholders.

H. Communication/Coordination with the Government

The contractor shall:

• Participate in a kick-off meeting at FDA Center for Tobacco Products facilities, at a date proposed by the contractor, but no later than fifteen (15) working days after contract award. The purpose of the meeting will be to introduce the key government and contractor staff and to review the scope and requirements of the task order.

• Maintain continuous and effective communication with the FDA Center for Tobacco

Products Office of Health Communication and Education (OHCE) during the period of performance.

• Consult with OHCE staff at the FDA Center for Tobacco Products facilities, including participating as directed in any necessary coordination meetings or briefings with other CTP contractors as directed by CTP.

• Ensure that the contractors’ goals and objectives are synchronized with those of the

Government at all times, and reflect the attributes of a partnership through an open, customer-oriented effort.

• Schedule and participate in weekly calls with CTP and provide to the COR, on a weekly basis, a written status report, outlining current and upcoming activities related to the task order, pending decisions pending, action items, and accomplishments.

• Provide monthly status, expenditure, and progress reports to the COR and the Contracting

Officer (CO), on a monthly basis, including a written status report detailing money spent or obligated to date; correlate money spent/obligated to work completed; expected expenditures over the 30 days following each monthly report to media buys and other pertinent information to be specified by the COR as the project evolves. The expenditure report shall include estimates for all costs associated with the task order including labor, creative, development, research, media buy, etc. Information shall also include, but not be limited to:

o Project milestones o Problems encountered and anticipated, recommended solutions o Deliverables due o Deliverables submitted and dates completed o Key staff responsibilities

• Deliver comprehensive project completion report with recommendations for next steps, including “lessons learned” and recommendations for future public education efforts.

III. Deliverables

Schedule of Deliverables-Base Period

Deliverable Send To Delivery Date

1. Task Order Kick-off Meeting Overall project planning for the task order

Within 15 days of award.

2. Delivery and Presentation of Comprehensive Marketing Plan

1-COR Within 45 days award.

3. Delivery of Formative Research Plan

1-COR Within 45 days of award.

4. Delivery and Presentation of Creative Brief

1-COR Within 30 days of delivery of formative research findings.

5. Delivery and Presentation of Creative Concepts

1-COR Within 60 days of approval of Creative Brief.

6. Delivery of Message and Material Communication Check Research Plan

1-COR Within 15 days of approval of Creative Concepts.

7. Delivery and Presentation of Results of Communication Check Research Testing

1-COR Within 30 days of Communication Check Research Plan

8. Delivery and Presentation of Final Creative Materials

1-COR Within 45 days of approval of Results of Communication Check Research

9. Paid Media Competition Package 1-COR

Within 15 days of approval of Final Creative Materials.

10. Final Ads to be supplied to CTP for Archival Purposes

1-COR Within 15 days of approval of Final Creative Materials.

11. Media Outreach Plan and Localization/Partnership Plan

1-COR Within 15 days of receipt of Paid Media Buy Plan from the government.

12. Comprehensive Project Completion Report with Recommendations for Next Steps

1-COR End of base period of performance.

Ongoing Deliverable Send To Delivery Dates

1. Weekly Call & Status Report 1-COR Friday each week.

2. Monthly Status, Expenditure and Project Report

1-COR

1-CO

1st Monday each month.

3. Meetings with CTP staff in Maryland

1-COR Ongoing, as requested by COR.

IV. Section 508 Compliance for Communications

The contractor shall comply with the standards, policies, and procedures below.

Rehabilitation Act, Section 508 Accessibility Standards

1. 29 U.S.C. 794d (Rehabilitation Act as amended)

2. 36 CFR 1194 (508 Standards)

3. www.access-board.gov/sec508/508standards.htm (508 standards)

4. FAR 39.2 (Section 508)

Regardless of format, all Web content or communications materials produced, including text, audio or video must conform to applicable Section 508 standards to allow federal employees and members of the public with disabilities to access information that is comparable to information provided to persons without disabilities. All contractors (including subcontractors) or consultants responsible for preparing or posting content must comply with applicable Section 508 accessibility standards, and where applicable, those set forth in the referenced policy or standards documents above. Remediation of any materials that do not comply with the applicable provisions of 36 CFR Part 1194 as set forth in the SOW, shall be the responsibility of the contractor or consultant.

V. Period of Performance

The Task Order period of performance will not exceed five years from the date of award. Each option period will be determined at time of award. The total number of option periods will be determined at the time of award.

In accordance with FAR 52-217.8, Option to Extend Services, the Government will award optional periods to the contractor, if the contractor has performed satisfactorily during the current period, there is a continuing need for the services in the option period and appropriate funding is available.