DJD-17-CP-0012_Statement_of_Work_NCADA_-NFL_Superbowl.docx

Statement of Work Background:

The DEA St. Louis Field Division has been working in partnership for the past year with the non-profit National Council on Alcoholism and Drug Abuse (NCADA) in the great St. Louis area. This work has focused on deploying the DEA 360 Strategy, engaging key target audiences in that region, and educating them on the current threats surrounding prescription opioid abuse. The Administration, with data provided by CDC and others, has stated that opioid misuse is an epidemic in the country requiring an “all hands on deck” approach to tackling it. The 2015 and 2016 St. Louis PSAs were seen by over 1.2 million people the night of the Super Bowl. Both PSAs went “viral” on the web and were viewed approximately half a million more times by individuals in all 50 states and in 185 countries around the world. Media coverage of past opioid and heroin PSAs run by NCADA in St. Louis has included the St. Louis Post-Dispatch, Riverfront Times, St. Louis and West magazines. These PSAs were discussed on GQ.com, SI.com, Ad Week, Huffington Post, Deadspin, The Washington Post and several other well-known publications or websites. National bloggers rated the previous PSA one of the top 5 Super Bowl ads of 2015. The educational effort received praise and recognition from the Directors or Deputy Directors at the National Institute on Drug Abuse, the Substance Abuse and Mental Health Services Administration, and the Office of National Drug Control Policy.

Deliverables:

Task 1 Provide a multi-media ad campaign which will feature two: 30 second public service announcements (PSAs ), that focus exclusively on the current prescription opioid abuse threat facing the community and raise awareness and drive action to address it.

These PSAs will run during the February 2017 Super Bowl on FOX Channel 2 in the greater St. Louis media market. Those ads will also be deployed across the DEA 360 Strategy micro websites and be shared with other St. Louis Field Division partnering groups in the region Task 2 Purchase the ad time for these two ads to run during the Super Bowl.

Task 3 Share the ads through social media channels and digital distribution to their constituents, increasing the reach of the original ad buy.

This DCFA funding will specifically be used to The cost of producing the ads is being covered by NCADA.. Those groups will DEA will retain rights to use these PSAs past the Super Bowl period and will be able to deploy them in other DEA 360 Strategy pilot cities and in any field division.

The 2017 ad campaign being proposed between DEA and NCADA for the greater St. Louis metropolitan area is The University of Missouri St. Louis will be conducting a pre- and post- media campaign survey in the market to both measure audience reaction and gauge impact of the PSAs on the target audience.