D-18-SL-0066_-_Statement_of_Work_(2).pdf

Statement of Work

Background:

The DEA St. Louis Field Division has been working in partnership for the past year with 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 the region, and educating them on the current threats surrounding prescription opioid abuse. The administration, with data provided by CDD and others, has stated that opioid misuse is an epidemic in the country requiring an “all hands on deck” approach to tackling it. The 2016 & 2017 St. Louis PSAs were seen by over 1.2 million people during 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 2017. 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 a 60 second commercial produced by NCADA that will focus on the current prescription opioid abuse threat facing the community and raise awareness and drive action to address it.

The ad will run during halftime of the Super Bowl on February 4, 2018 in the greater St. Louis media market. In addition, the ad will be run multiple times after the Super Bowl on the local NBC affiliate (KSDK) mostly during the 10pm newscasts. The ad will also be deployed across the DEA 360 Strategy micro websites and will be shared with other St. Louis Field Division partnering group in the region.

Task 2

Several weeks after the Super Bowl, NCADA will initiate an intensive public education campaign to give the St. Louis region the techniques, tools and motivation to begin conversations in the community about the proper storage, use and disposal of prescription medications. This effort will be known as the “Talk About It” public health campaign. It will utilize conventional and social media platforms as well as large fabricated “pill bottles” that will be placed throughout the region in high traffic areas such as the St.

Louis Zoo, Lambert International Airport, as well as concert and sports venues. This campaign is modeled on the “Truth” public health campaign that effectively used media and messaging to reduce the incidence and prevalence of teen cigarette smoking

DEA will retain rights to use these PSAs and the “Talk About It” campaign materials 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 University of Missouri St. Louis will be retained by NCADA to evaluate the success of the Super Bowl ad and subsequent yearlong “Talk About It” campaign to assess their impact on the community.

Proposed Period of Performance:

02/05/2018-01/31/2019