Notice of Intent to Sole Source Ad Council.pdf

DEPARTMENT OF VETERANS AFFAIRS

Office of Procurement, Acquisition and Logistics (OPAL)

Strategic Acquisition Center -Frederick (SAC-F) 5202 Presidents Ct, Suite 103

Frederick, MD 21703

NOTICE OF INTENT TO SOLE SOURCE

The VA intends to award a Firm-Fixed Price purchase order on a non-competitive basis to The Advertising Council Inc (Ad Council) a Large Business, located at 815 2nd Ave FL 9 New York, NY 10017-4500. The mission of the Department of Veterans Affairs (VA) is “To fulfill President Lincoln’s promise to care for those who have served in our nation’s military and for their families, caregivers, and survivors.” To help achieve this mission, the Veterans Health Administration (VHA), the largest integrated health care system in the United States, provides care to nearly 8.9 million Veterans per year. VHA is committed to providing timely access to high-quality, recovery-oriented mental health care that anticipates and responds to Veterans’ needs coordinated through its Office of Suicide Prevention (OSP).

North American Industry Classification System (NAICS) code 541810 – (Advertising Agencies) with a size standard of $25.5M.

This notice supports approval to award a sole source contract to The Advertising Council Inc (Ad Council). The proposed period of performance is September 28, 2026 – September 27, 2027, with two (2) twelve (12) month options. This contract for OSP is charged with preventing Veteran suicide -- VA’s top clinical priority. VA has embraced a comprehensive public health approach that requires coordinated, evidence-based solutions that include clinical and crisis intervention but also reaches beyond the traditional medical model of prevention. With strategies driven by data, VA is working to reduce suicide rates among all Veterans, whether they are enrolled in VA health care, in collaboration with partners and communities nationwide. Communication efforts, such as campaigns and social marketing interventions, play an important role in changing knowledge, attitudes, and behaviors to help prevent suicide. Effective and positive messaging addressing mental health concerns, substance abuse, and suicide, can help reduce barriers to access and promote help-seeking.

These types of messages help VA create a supportive environment in which a Veteran who is experiencing problems feels comfortable seeking help, and where families and communities feel empowered to link Veterans with care before, during, or after a crisis and assist the Veteran in living a meaningful life. OSP has developed a robust national communication and outreach program for suicide prevention that is: (1) consistent with VA’s public health approach, (2) grounded in best practices and available evidence, and (3) relies on the development and implementation of national campaigns designed to promote suicide prevention among all Veterans, including those who may never come to VA for care

Interested parties that believe they could satisfy the requirements listed above for SAC-F may clearly and unambiguously identify their capability to do so in writing on or before the response date for this notice. This notice of intent is not a solicitation. Information submitted in response to this notice will be used solely to determine whether competitive procedures could be used for this acquisition.

The Government intends to negotiate solely with The Advertising Council Inc under the authority of Revolutionary Federal Acquisition Regulation Overhaul (RFO) 12.201-1, Sole Source Justification Under Simplified Procedures. The Government will not be responsible for any costs incurred by responding to this notice. This is not a request for quote.

Questions or comments to this Notice of Intent should be directed to the Contracting Officer, Dylan Nolz at Dylan.Nolz@va.gov, no later than August 11, 2026, at 11:00 AM ET.

Points of Contact:

Primary: Dylan Nolz Dylan.Nolz@va.gov mailto:Dylan.Nolz@va.gov mailto:Dylan.Nolz@va.gov