Amend2_Attachment K_Fact Sheet for FDA-SOL-1234457.docx

Fact Sheet for RFP: FDA-SOL-1234457 Evaluation of the Center for Tobacco Products Public Education Campaigns, Communication Programs and Channels

Definitions:

· Evaluation program (Solicitation section 10.3.4.2, page 89 as amended) – the evaluation program is inclusive of all evaluation task orders under this IDIQ. To clarify, a single task order is not a “program”.

· Media landscape (Solicitation section 2.2, page 7 and section 11.2.1.3, page 94) – the media landscape is the totality of the current media environment, including, but not limited to: digital advertising, social media, television, radio (digital, terrestrial, and streaming), streaming/digital video, print, out-of-home, etc.

· Digital media platforms (Solicitation section 11.2.1.3, page 94) – as used in this context the term digital media platforms is generic, and refers to any potential digital platform that could provide a campaign the opportunity to advertise. This could include, but is not limited to: websites with digital banner ads, social media, streaming radio and video services, digital out-of-home, etc.

· Niche audiences (Solicitation section 11.2.1.3, page 93) – these are populations that are important to include and examine such as racial and ethnic minorities (e.g., American Indian/Alaskan Native, African American, Asian/Pacific Islander, etc.), sexual and gender minority populations (LGBTQ), rural populations, etc.

Resources:

In addition to Appendix A, which provides five published papers on “The Real Cost” campaign, the government is providing the following information related to this requirement:

· FDA’s public health education website for tobacco campaigns: https://www.fda.gov/tobacco-products/public-health-education

· “The Real Cost” campaign website: https://www.fda.gov/tobacco-products/public-health-education/real-cost-campaign

· Target audience website: https://therealcost.betobaccofree.hhs.gov/

· YouTube channel: https://www.youtube.com/therealcost

· The “Fresh Empire” campaign website: https://www.fda.gov/tobacco-products/fresh-empire-campaign

· Target audience website: https://freshempire.betobaccofree.hhs.gov/

· The “This Free Life” campaign (no longer active) website: https://www.fda.gov/tobacco-products/free-life-campaign

· Target audience website: https://smokefree.gov/lgbt-and-smoking

· The “Every Try Counts” campaign (no longer active) website: https://www.fda.gov/tobacco-products/every-try-counts-campaign

· Target audience website: https://everytrycounts.betobaccofree.hhs.gov/ These links provide details on target audience, key messages, samples of advertising, campaign strategy, and historical information about research and evaluation strategies.

Additional published papers:

The publicly available papers listed below, along with those in Appendix A, provide potential offerors insight into past evaluation studies, including study design and procedures, target audience, sample size, tobacco use susceptibility, and demographic information.

· “Fresh Empire” - The Hip Hop peer crowd: An opportunity for intervention to reduce tobacco use among at-risk youth

· “Fresh Empire” - Keeping It Fresh With Hip-Hop Teens: Promising Targeting Strategies for Delivering Public Health Messages to Hard-to-Reach Audiences

· “This Free Life” - Tobacco use among lesbian, gay, bisexual and transgender young adults varies by sexual and gender identity

· “The Real Cost” - Impact of The Real Cost Media Campaign on Youth Smoking Initiation

· Effect of a National Tobacco Public Education Campaign on Youth’s Risk Perceptions and Beliefs about Smoking

Foundational research studies:

The following studies are used by CTP to inform research and evaluation efforts:

· National Youth Tobacco Survey (NYTS

· Monitoring the Future (MTF)

· Population Assessment on Tobacco and Health (PATH)

· Youth Risk Behavior Surveillance System (YRBSS)