6-E-RFP MAY132195 Firearm Safety Youth Public Service Announcement (PSA) Marketing.pdf

EXPEDITED REQUEST FOR PROPOSALS (RFP)

Firearm Safety Youth Public Service Announcement (PSA) & Marketing Services Not to Exceed $25,700

I. PURPOSE

Salt Lake County Office of Homelessness and Criminal Justice Reform, on behalf of the Magna United Communities That Care Coalition, seeks proposals from qualified consultants, firms, or organizations to develop and produce a Firearm Safety Public Service Announcement (PSA).

The purpose of this project is to create a high-quality, community-informed PSA that authentically reflects youth perspectives, with youth actively leading all phases of the production process, including concept development, scripting, filming, and post-production.

The County prioritizes approaches that incorporate meaningful youth participation through structured mentorship or workforce development models, ensuring that youth voices are central to the messaging and creative direction. The final product should be suitable for public distribution and support community education and awareness related to firearm safety, including distribution through local movie theaters and social media platforms.

GunSafe Families Initiative

This project supports the GunSafe Families Initiative, a countywide effort to promote and support safe firearm storage practices in homes where firearms and youth (ages 18 and under) are present.

Gun violence is a critical public health issue in Utah:

• In 2018, gun violence became the leading cause of death among Utah children

• Nearly 1 in 4 Utah 12th graders report access to firearms and ammunition in their home

(2023 SHARP Survey)

• In Salt Lake County, approximately 60 students (grades 6–12) reported bringing a handgun to school in the past year

The initiative aims to:

• Increase awareness and adoption of safe firearm storage practices

• Reduce accidental injury and harm among youth

• Improve access to firearm safes, particularly for households with limited resources

As part of this effort, approximately 1,500 biometric safes are being distributed through community partners and service providers, along with limited distribution at community events to promote awareness and engagement.

The selected proposer will align PSA messaging with the goals of the GunSafe Families Initiative, emphasizing safe storage practices, prevention, and youth-informed communication strategies.

PROJECT MANAGEMENT & COMMUNICATION

The consultant will coordinate closely with the GunSafe Families Firearm Safety Workgroup and team. Monthly check-ins with the group will ensure alignment and transparency.

MANDATORY REQUIREMENTS

Proposers must have experience working with and leading youth in all phases of PSA production.

II. TERM OF AGREEMENT

The anticipated contract period will begin upon award and continue through project completion September 30, 2026.

This is a one-time service agreement. There is no guarantee that a contract will be awarded from this solicitation.

III. SCOPE OF WORK

Work to be Completed / Deliverables

The selected proposer will:

Phase 1: Project Planning & Youth Engagement

• Collaborate with GunSafe Families Workgroup to define PSA goals, audience, and key messaging

• Engage youth participants in concept development and storytelling

• Demonstrate a structured approach to youth involvement (e.g., mentorship, training, or program participation)

Deliverable: Project plan, creative brief, and youth engagement approach

Phase 2: Production

• Facilitate youth participation in scripting, filming, and production activities

• Provide professional equipment, crew support, and technical oversight

• Ensure production quality meets standards for public distribution

Deliverable: Draft PSA video

Phase 3: Post-Production & Final Delivery

• Engage youth in editing and post-production processes where feasible

• Deliver final edited PSA and any supporting media formats, including shorts for social media

• Incorporate GunSafe Families Workgroup feedback and finalize product

Deliverables:

• Final PSA video and shorts for social media

• Editable project files (if applicable)

• Summary of youth participation and engagement

Phase 4: Marketing & Distribution

• Develop and implement a marketing and distribution strategy for the PSA that aligns with the goals of the GunSafe Families Initiative and focuses on Magna City, zip code 84044, and where Magna residents shop and visit.

• Coordinate placement of the PSA in local movie theaters, including formatting and delivery requirements for screening

• Create a social media distribution plan, including platform recommendations (e.g., Instagram, TikTok, YouTube, Facebook) and posting strategy to effectively reach youth and families

• Produce short-form video content (e.g., 15–30 second cuts) optimized for social media engagement

• Collaborate with the GunSafe Families Workgroup to ensure messaging is consistent with community outreach efforts and safe storage education

• Provide recommendations for community-based promotion, including events or partner channels to increase reach and impact

• Track and report on basic engagement metrics (e.g., views, impressions, reach) where feasible

Deliverables:

• Marketing and distribution plan

• PSA formatted for theater and digital platforms

• Social media video cuts and assets

• Summary report of distribution efforts and engagement metrics

IV. COSTS & FEES

A. Proposals must include a “Not to Exceed” price of $25,700 or less.

B. Pricing must include all costs (labor, equipment, travel, editing, etc.).

C. Payments may be made on a progress basis, with final payment on or before September 30, 2026.

V. PROPOSAL SUBMISSION REQUIREMENTS & EVALUATION

Required Submission Components:

• Work Plan and Timeline

• Description of Youth Engagement Model

• 3 References from similar projects

• Example of a similar project

• Cost Proposal

• Resumes of key personnel

Evaluation Criteria:

• Relevant Experience (40%) o Experience producing PSAs or similar media o Experience working with youth in creative or production settings

• Project Approach (40%) o Quality and feasibility of proposed approach o Strength and authenticity of youth engagement plan

• Cost (20%) o Cost-effectiveness and clarity of proposal