PWS-Sources Sought_ Suicide Prevention Services.docx

PERFORMANCE WORK STATEMENT

1.0 TITLE: Suicide Prevention Communications

2.0 BACKGROUND

The Department of Veterans Affairs (VA) is the second largest Federal department and has over 411,000 employees. Among the many professions represented in the vast VA workforce are physicians, nurses, counselors, statisticians, architects, computer specialists, and attorneys. As advocates for Veterans and their families, the VA community is committed to providing the very best services with an attitude of caring and courtesy. VA is comprised of a Central Office (VACO), located in Washington, DC, and field facilities throughout the Nation administered by its three major service line organizations: Veterans Health Administration (VHA), Veterans Benefits Administration (VBA), and National Cemetery Administration (NCA).

The VHA is the largest integrated healthcare system in the United States, providing care at a network of health care facilities, including 171 VA Medical Centers and 1,113 outpatient sites of care of varying complexity (VHA outpatient clinics), serving more than 8.9 million Veterans each year. As the largest integrated healthcare system in the country, VHA is committed to providing timely access to high-quality, recovery-oriented mental health care and suicide prevention interventions and services that anticipate and respond to Veterans’ needs through its Office of Mental Health Services and Suicide Prevention (OMHSP) that supports and treats challenges such as Post Traumatic Stress Disorder (PTSD), substance use disorders, depression, and suicidal ideation. OMHSP employs a recovery approach that empowers Veterans to take charge of their treatment and live a full and meaningful life.

In addition to mental health treatment, VHA’s OMHSP is tasked with significantly reducing or eliminating Veteran suicide. Recent evidence from the Department’s comprehensive Veteran suicide analysis demonstrates that access to VA care significantly reduces the risk of Veterans dying by suicide. The latest data from 2022, shows that the unadjusted rate of Veteran suicides rose from 23.3 per 100,000 in 2001 to 31.7 per 100,000 in 2020. From 2018 to 2020, adjusted rates for Veterans fell by 9.7%. By comparison, the adjusted rate for non-Veteran U.S. adults fell by 5.5%. From 2001 through 2018, the number of Veteran suicides increased on average by 47 deaths per year. From 2019 to 2020, there were consecutive reductions, of 307 and 343 suicides, respectively, an unprecedented decrease since 2001O MHSP is dedicated to increasing the number of Veterans who seek and get mental health support while reducing Veteran suicide and ensuring every Veteran who needs assistance with a mental health challenge or suicide crisis is aware of and educated about VA’s programs and resources and are able to access them in a timely manner.

Additionally, VA/VHA is mandated by Congress to provide Veterans with responsible, accurate, and critical information about mental health signs, symptoms, and conditions, available treatments, and suicide prevention resources and assistance through 38 U.S.C. § 6303; the DoD/VA Joint Strategic Plan; the Joshua Omvig Veterans Suicide Prevention Act of 2007, the Clay Hunt SAV Act of 2015 and the Commander John Scott Hannon Veterans Mental Health Care Improvement Act (the Hannon Act) of 2020; and, the 2014 Cross- Agency Priority Goal and Executive Actions related to Service Members and Veterans Mental Health.

3.0 SCOPE

The goal of the contract is to develop and implement a variety of communication products and tools, proactive strategies, and effective distribution processes related to suicide prevention to ensure Veterans, family members, friends and other Veteran stakeholders, VA personnel, including senior leadership at VACO; healthcare facility directors; clinical staff; and, non-clinical, administrative, and support staff are all well versed in VA’s resources for reducing Veteran suicide.

Additionally, the Contractor will develop and implement a variety of communication products and tools, proactive strategies, and effective distribution processes related to suicide prevention to ensure and support a public health, bundled, community approach to reducing Veteran suicide. Of note, VA recognizes that partnering with other Federal agencies in addition to state, community, and local government, non- profits, and other partners is a required element of the campaign.

The Contractor shall develop products, leveraging VA and partner delivery mechanisms (VA publicly facing webpages, blogs, social media, etc.) in new, creative, and data-driven ways, and ensure that a diverse set of communication tools for Veterans, VA personnel who interact with Veterans as well a multitude of Federal and community organizations, family and friends, and policy makers that support Veterans are educated and capable of communicating, with provided tools, VHA’s SPP to include the Veterans Crisis Line and community resources for preventing Veteran suicide. Data-driven deliverables should be directly related to components of VA’s Suicide Prevention Strategy to help advance outcomes in areas of lethal means safety, increasing public education, taking a public health approach to address suicide prevention, etc. Further, this information will be shared with external audiences, including, but not limited to other Federal agencies; state and local governments; non-governmental entities to include both non-profit and for-profit organizations; faith-based communities, volunteers; non-VA healthcare systems and providers; and other interested parties with a vested role in furthering the overarching suicide prevention effort, and related mental health activities.

4.0 PERIOD OF PERFORMANCE

The period of performance (PoP) will be for a base 12-month period and four (4) 12-month optional periods.

5.0 PLACE OF PERFORMANCE

Tasks under this PWS shall primarily be performed through the VA Virtual environment or in VA facilities located in the Washington, DC area and across the nation. Locations will be further specified as the project progresses. The contractor is not required to reside in the DC area but must be able to travel on short notice.

6.0 OTHER DIRECT COSTS (ODCs)

6.1 MATERIAL ODCs

The Government anticipates that ODCs will be required to address the requirements for production of communications, print, and video materials. ODCs are miscellaneous items such as deliveries, shipping, storage, photocopying, photography, video production (non- labor), video production equipment, post-production, duplication of video, promotional materials, etc. ODCs will be reimbursed at contractor cost. Each contractor invoice must include copies of all receipts that support the ODCs claimed in the invoice and written substantiation for the incurred cost. The Contractor shall perform due diligence to ensure most- favorable pricing prior to passing these costs on to the Government. Projected ODCs shall be reviewed by COR and authorized in advance.

6.2 TRAVEL COSTS

The Government anticipates travel under this task order. VA offices are located across the United States. Offices not located in the Washington DC area may request Subject Matter Expert (SME) services that require the contractor to incur travel expenses. OMHSP leadership may additionally request support for certain high-profile meetings nationally. Travel must be approved in advance by the COR or PM and will be reimbursed in accordance with the Federal Travel Regulations in effect at the time of the travel.

Each Contractor invoice must include copies of all receipts that support the travel costs claimed in the invoice. Local travel within a 50-mile radius from the contractor’s facility is considered the cost of doing business and will not be reimbursed. This includes travel, subsistence, and associated labor charges for travel time. Travel performed for personal convenience and daily travel to and from work at the Contractor’s facility will not be reimbursed.

7.0 GOVERNMENT-FURNISHED INFORMATION (GFI), EQUIPMENT (GFE), AND FACILITIES

No GFI/GFE will be issued to the contractor. A minimum of three (3) contractors must have Personal Identity Verification (PIV) card access and must maintain all necessary requirements. Contractors who have received VA email addresses must always identify themselves as contractor in their electronic communications and in their email signature block.

8.0 SPECIFIC TASKS

During the life of this contract, the suicide prevention program (SPP) is looking to expand its communications materials and capabilities in advancing new innovative ways as well as improvements to existing communication medians and tools to Veterans and their stakeholders. As the VA SPP portfolio of work, products, and resources grow, it will be important to reinforce a consistent brand and key messages across all materials. Additionally, expansion of Suicide Prevention 2.0 and support for the Veterans Crisis Line are key. Clear and consistent communication about resources, mission, goals, and activities will be crucial to ensuring adoption of the public health approach to suicide prevention among external and internal stakeholders. SPP is implementing a broad-based public health approach to suicide prevention to include Suicide Prevention 2.0, expanding partnerships, implementation of the Staff Sergeant Parker Gordon Fox Suicide Prevention Grants Program (SSG Fox SPGP), and other efforts of its various workstreams to extend prevention beyond the health care setting to all Veterans.

As the SPP core team moves from planning to execution of its activities, it will be important that Veterans understand the various resources available to them, when to use these resources, and how these resources can be used in coordination with other VA services. Veterans need to feel empowered, rather than compelled or persuaded to use VA services and suicide prevention resources. Additionally, it is important to ensure VA personnel can accurately articulate key program messages to internal and external audiences, including members of the media; communicate about timely and high-profile issues such as data releases and action reports; and provide the field and members of the public with the most up-to-date resources and information developed by the SPP and other key internal partners. During this effort, the contractor will refine communication materials and approaches to relay and standardize information to address the public health approach to preventing Veteran suicide.

INTERNAL & EXTERNAL COMMUNICATIONS SUPPORT

The Contractor shall provide communications support services to internal and external stakeholders as identified. Communications services include strategic corporate communications, content development, graphics and product design, web design and customer usability, community collaboration and outreach, paid media/print advertising development, and video production.

Internal stakeholders include OMHSP, VHA, VBA, NCA, and VACO leadership, staff, personnel, etc. External stakeholders are defined as non- VA employees, Veterans, Veteran Service Organizations, policymakers, interest groups, industry, the Department of Defense, other federal departments and agencies, media, and the U.S. public.

8.1 TASK ONE: PROJECT MANAGEMENT AND REPORTING

The contractor shall:

8.1.1. Schedule and hold a Project Kick-Off Meeting within five (5) business days after contract award or as agreed upon between the VA Contracting Officer Representative (COR) and contractor. Meeting will include contractor, COR/PM, and project advisory group comprised of key stakeholders and subject matter experts (SMEs) identified by the VA COR/PM. At the Kick-Off Meeting, the contractor shall present the details of the initial Project Management Plan (PMP), which shall include the contractor’s intended approach, work plan and project schedule including deliverable dates with major milestones for review and approval by the VA COR/PM. Work shall not commence until the VA COR/PM approves the PMP (i.e., approach/methodology, work plan, and schedule with major milestones) on behalf of the project advisory group.

8.1.2. Prepare and deliver a weekly project management status report to include status of projects by workstream, schedule of upcoming meetings and briefings, communication recommendations, areas of risk, and activities from the prior week. The contractor shall reference the minutes of prior week meetings in the weekly progress report and ensure full minutes are available in a shared database no later than two (2) business days after the meeting.

8.1.3. Prepare and deliver Quarterly Progress Reports verbally and in an electronic format in Microsoft Word and/or Microsoft Excel. The Quarterly Progress Reports will be due on or before the 10th business day of the month following the end of the quarter with the final report being due at the end of the PoP. The Quarterly Progress Reports shall cover all work completed during the reporting period and work planned for the subsequent reporting period. The reports shall also identify any problems that arose and a description of how the problems were resolved. If problems have not been completely resolved, the Contractor shall provide an explanation including an action plan and timeframe for resolving the issue. The Quarterly Progress Report will also serve as an impact metrics report that includes metrics for communications products such as internal and external messaging engagement data, impressions and other useful data made by external earned and paid media products, views of on-line content, social media metrics (including, when possible, reach, impressions, audience growth rate, engagement rate, amplification rate, virality rate, video views – with “views” being defined per platform, video completion rate, conversion rate, cost-per-click, cost per thousand impressions, social share of voice, social sentiment, and comment analysis.), click through rates and any additional metrics available to reflect the impact of the communications.

8.1.4 The contractor shall, in collaboration with SPP and VCL subject matter experts, develop a comprehensive crisis communications plan. The purpose of the plan will be to support VA and SPP communications staff if there is an event that affects services to the Veterans Crisis Line. This shall include website, phone, chat, and text planned and unplanned outages, natural disasters, etc. The plan shall include relevant details from the VHA Crisis Communications Planning Toolkit such as messaging matrices, redundancies, roles and responsibilities for the crisis communications team, templates for external and internal messaging, and other components typical to a crisis communications plan. The plan shall also contain a strategy and standard operation procedure for pausing and re-launching paid media campaigns.

Deliverables:

8.1.4 Crisis communications plan

8.2 TASK TWO: NATIONAL AND REGIONAL OUTREACH SUPPORT SERVICES

The Contractor is responsible for developing and disseminating effective, leading edge suicide prevention messaging in line with other public health agencies and organizations to Veterans, their family members and friends, including fostering and strengthening relationships with external stakeholders; increasing and sustaining support for the VA’s public health approach to addressing Veteran suicide across the nation; and generating and sustaining awareness, support, and confidence of the Veteran population for supporting VA’s suicide prevention goals and objectives.

The Contractor shall:

8.2.1. Provide national level Veteran Service Organization (VSO), Community Based Organization (CBO), Non-governmental Organization (NGO), universities/colleges, and public/private entities support and outreach in accordance with the suicide prevention program public health approach and communication strategy. The Contractor shall advance the strategy and message of VA’s suicide prevention programs and general VA mental health resources. This includes working closely with and assisting local Suicide Prevention Coordinators (SPC) when guidance on implementing SPC Outreach Training is required. The Contractor shall assist mental health clinicians, to include: SPC’s, Local Recovery Coordinators (LRC); Peer Support Specialists in developing and maintaining VSO and community organization relationships; and increasing the distribution of materials and messaging to Veterans and all applicable stakeholders.

Based on national outreach assets, current partnerships, and relevant data provided by the program office, the Contractor shall continue to expand the multifaceted outreach campaigns nationally to VSO’s, CBO’s, NGO’s, universities/colleges, public/private entities, and other influencers to help promote and disseminate effective messaging regarding Veteran suicide prevention and evidence-based intervention efforts. The Contractor shall also continue to develop and maintain existing partnerships and relationships via link building, teleconferences/video conferences, or in-person meetings when travel is not necessary. The contractor shall:

8.2.2. Develop and implement specific outreach methods for dissemination of effective suicide prevention and intervention messaging with various stakeholders and influencers to help promote and bring awareness of various resources. Develop new and update existing suicide prevention content to support and disseminate effective suicide prevention messaging and intervention information and available resources; development and creation shall take place throughout the period of performance and shall include content for use internal and external to VA including newsletters, news releases, Frequently Asked Questions (FAQ), fact sheets and other materials, including twenty-four (24) VA News articles throughout the PoP.

8.2.3. Coordinate up to forty (40) national event/conferences located across the continental U.S. with a 10’x10’ exhibit space for VA. Provide logistical support, scheduling assistance for attendance and speaking opportunities, shipping of booth effects and promotional materials, and return service for booth materials.

8.2.4. Procure booth, collateral, and promotional outreach materials in quantities based on the demand by the field, for national shipments. Materials will be reimbursed at contractor cost. Each contractor invoice must include copies of all receipts that support the materials claimed in the invoice and written substantiation for the incurred cost. The Contractor shall perform due diligence to ensure most- favorable pricing prior to passing these costs on to the Government. Projected material costs shall be reviewed by COR and authorized in advance. (Note - Predominantly print materials can be procured by the government and sent directly to the Contractor for storage and distribution.)

8.2.5. Provide services for strategic order fulfillment, distribution, and storage of booth, collateral, and outreach materials (in space not to exceed covering 10,000 square feet, which shall include, but is not limited to:

· Logistics Management and tracking to assess product distribution to determine effectiveness of products, locally and nationally

· Delivery of print materials four (4) times within the PoP. The delivery of materials weighting up to but not exceeding 650 lbs.

· First class mailing of print materials to locations within the VA healthcare system -- addresses shall be provided to contractor, with final approval by the COR/PM.

· One-off shipment of materials as deemed necessary by the COR or PM

The contractor shall also support SPP in the implementation, management, and ongoing refinement of a suicide prevention communications strategy workstreams and work groups. This includes communications support for the Veterans Crisis Line. The Contractor shall:

8.2.6. Update monthly VA Suicide Prevention Program toolkit to reflect changes in messaging, look and feel based on new data, research, etc. and general information including fact sheet, FAQ, talking points, general PowerPoint slide deck, and five infographics to convey to various audiences (internal and external) VA’s public health approach to suicide prevention.

8.2.7. Create 2023-2028 VA Suicide Prevention Program Data/Annual Reports, state data sheets, and accompanying communications, to include talking points, press releases, VA News articles, FAQs, info graphics, social media content, etc. The 2023-2028 Reports shall convey to audiences the changes in the report from year to year. The contractor shall edit, design, socialize, and distribute plan with content provide by SPP staff.

8.2.8. Update and refine the previous communications implementation plan and suicide prevention strategic communication plan. The updated/revised strategic plan is to be completed NLT two (2) months after the start of the PoP. The subsequent implementation plan shall include all the necessary elements of an implementation plan allowing for that implantation to take place through the next 12 months taking into consideration all external elements and campaigns outside of SPP.

8.2.9. Implement the social media plan and develop social media content to be used for SPP outreach efforts. Contractor shall develop monthly social media content to be distributed internally within VA, to internal/external partners such as VSOs, CBOs, local/state governments, etc., and to other relevant stakeholders. Develop twenty (20) unique social media posts per month primarily for Facebook, Instagram, and Twitter channels. The content and assets shall reflect the overall VA Suicide Prevention Strategy and public health approach to suicide prevention as well as empower, rather than compel or persuade, Veterans and their families/friends to use VA resources, including VCL.

· The contractor, in collaboration with SPP/VCL communications subject matter experts, shall identify, in an ongoing manner, additional social media networks where Veteran engagement is high or increasing in frequency to determine the feasibility of developing and implementing suicide prevention content for those platforms.

· Social media content shall be delivered for review approximately a month in advance to allow time for review, editing, and revision.

· The Contractor shall continue to monitor social media channels for crisis-related engagement and concerning comments, including negative comments regarding VA services or resources that may discourage others to seek access. The Contractor shall develop and implement a moderation standard operating procedure (SOP) that effectively addresses these concerns and engagements, referring social media users to the Veterans Crisis Line when deemed necessary according to this SOP.

8.2.10. Update and refine the previous communications implementation plan for suicide prevention grants efforts in response to Section 201 Commander John Scott Hannon Veterans Mental Health Care Improvement Act of 2020 (SSG Fox SPGP). The communication plan shall include email messages, FAQs, talking points, fact sheet updates, presentation support, website content, press release content for funding opportunities and award notifications, and support for two (2) webinar events including host registration, presentation support, and transcript support.

8.2.11. OPTIONAL - Develop and implement a specific, focused campaign for suicide prevention month in September for every year of the PoP. The campaign shall include a theme, messaging matrix, look and feel with communication and implementation plan and associated elements provided by no later than the first of May. All SPM campaign toolkit or content resource catalogue and paid media content shall be developed for approval no later than the beginning of August.

Deliverables:

8.2.4 Procurement of booth, collateral, and promotional outreach materials

8.2.9 Social media plan

8.2.10 Social media content and assets for Facebook, Instagram, and additional current platforms.

8.2.11 Develop content for SSG Fox Grant Program

8.2.11 OPTIONAL - Develop and implement specific focused campaign for Suicide Prevention Month in September

8.3 TASK THREE: PAID MEDIA PLANS AND MEDIA PLACEMENT

Please note, paid media is subject to change per year based on funding availability. The Contractor shall develop a paid media plan based on available money and taking into consideration previous years’ paid media plans.

8.3.1. The Contractor shall develop a paid media plan identifying effective distribution method using a variety of digital placement options including web, social, tv, digital out of home and other multimedia and social media tools to deliver messaging and materials to the right audiences and events. These placement options will include, but are not limited to, Facebook, Instagram, Reddit, Twitch, podcasting platforms (iHeartRadio), Pandora, Spotify, and insertion order buys. The Contractor’s media plan shall be consistent with and complement other VA mental health and suicide prevention programs. The Contractor’s paid media plan shall identify primary online channels and digital out of home options and shall be based off previous lessons learned from the campaigns’ launch (to be provided to Contractor).

8.3.2. Contractor shall negotiate all media placements in accordance with research and analysis, data and accounts provided by current contractor, and other relevant data and purchase paid advertising utilizing a not-to-exceed amount specific to funding availability per year. The Contractor shall meet all deadlines to ensure on time placement. All media buys must be pre-approved by VA and only placed in areas agreed upon by the Government. The Contractor shall coordinate with SPP/VCL point of contacts to monitor any increases or surges of volume to the Veterans Crisis Line (calls, texts, and chat) to assess specific allocation of funding. There are to be no established thresholds where funding is adjusted to affect volume of contacts without prior approval from VA leadership. Suggested media buys shall not be placed in controversial venues or considered offensive or unprofessional and should, where applicable, apply best practices for brand safety.

8.3.3. In addition, the Contractor shall monitor public health and suicide prevention specific paid media content on VA social media platforms. The contractor shall monitor specific content or comments that are of concern, related to behavioral health crises, or indicate suicidal ideation. The contractor shall monitor content, posts, and ads generated by this contract and placed on VA social media accounts 24 hours a day, 7 days a week, 365 days a year for the task’s PoP. The contractor shall ensure they monitor every paid media post while active every hour and shall work to notify the Veterans Crisis Line immediately, as appropriate for crisis content, comments, and posts.

Deliverables:

8.3.1 Paid media plan

8.3.2 Paid media buys

8.3.3 Paid media social media monitoring

8.4 TASK FOUR: GRAPHICS SUPPORT

The Contractor shall:

8.4.1. Provide graphic artist/designer services (Government estimate of up to four (4) FTE) to develop or expand suicide prevention outreach communication material. The Contractor shall develop or update a variety of products including, but not limited to brochures, posters, promotional materials, fact sheets, eBooks, presentations, postcards and business cards, billboard signs, online products such as social media products, graphics, banners, badges, and icons, and other paid media/print advertising. The Contractor shall update existing resources such as those mentioned above to include Spanish language versions. Spanish language versions should also be included when developing new materials.

In addition to updating existing materials with the graphic artist/designers, the Contractor shall provide additional graphic artist/designers to create paid media material specific, as needed, to the following: Suicide Prevention Month and associated campaign, Veteran Crisis Line Campaign, and Lethal Means Campaign. The materials shall include online products such as social media products, graphics, banners, and other items specific to paid media advertising. The Contractor’s products shall support existing materials with a focus on promotional items to positively reinforce identified calls to action. All products developed shall be readily available in color, black and white, and web versions that can be customized for use by VSO, CBO, NGO, university/college, public/private stakeholders, VAMCs, Vet Centers, Community-Based Outpatient Clinics, etc.

8.4.2. All media products shall be 508 compliant in accordance with Federal 508 standards, which can be found at: www.Section508.gov. The Contractor may be directed by the PM/COR to translate to Spanish a limited number of communication products (not exceeding 100 pages in total for all products), such as brochures, flyers, and posters. Finally, the Contractor shall include a set of instructions to optimize for local or commercial printing for various outreach and mental health staff at VA medical centers.

Deliverables

8.5 TASK FIVE: WEBSITE MANAGEMENT (HTML AND MOBILE)

8.5.1. Provide web content updates, graphic updates, web oversight, management, technical support, development, server management/maintenance and migration to content structure as needed. The Contractor shall ensure websites/webpages continue to broadly and effectively appeal to targeted audiences and stakeholders and optimize customer usability experiences. Websites shall comply with all VA Web Operations policies as outlined in the updated VA Directive 6102 as well as government-wide regulations including Section 508 accessibility requirements. The Contractor shall assist with the successful transition of the maintenance of the website to VA Web Operations staff once the PoP has ended.

VeteransCrisisLine.net is hosted on commercial servers outside the VA domain with industry standard redundancies. The Contractor will be required to assume control and cost (operation and license) for those properties and all applicable safeguards. All other sites listed on the table are located on VA servers/property. The contractor will only be responsible for content/graphic/image updates and NOT server management, maintenance, or cost for Government owned sites, servers, or property.

8.5.2. Provide additional support maintaining a SharePoint presence to include optimizing the site in guidance with best practices, provide technical guidance, regularly publish, and promote relevant content and maintain updates as requested. A web structure for supporting SPP grants efforts shall be created to improve upon the following structure found in the following link: https://www.va.gov/homeless/ssvf/. The actual page shall reside on www.mentalhealth.va.gov of which the contractor is only responsible for the coding of which will be implemented by the owners of the overarching mental health site which resides on VA Content Management System (CMS) TeamSite.

8.5.3. Provide afterhours support to maintain constant hosting, DevOps services, governance and security, and monitoring and availability of VeteransCrisisLine.net and failover environments (Azure and Amazon Web Services) and support content and authoring of VeteransCrisisLine.net (Umbraco CMS). Contractor shall provide an afterhours number in the event that support is needed and will respond withing thirty (30) minutes. Contractor will response with qualified personnel specialized in providing troubleshooting and support to the incident.

Deliverables:

8.5.3 Afterhours support

8.6 TASK SIX: VIDEO AND PUBLIC SERVICE ANNOUNCEMENT (PSA)

PRODUCTION, PHOTOGRAPHY, AND DISTRIBUTION

The Contractor shall oversee all aspects of video and still photography creative, planning, production and post-production which includes obtaining the proper VA 10-3203 release forms and DD-214s from Veterans, service members, and all others participating.

8.6.1. The Contractor shall develop a detailed video plan which shall account for two (2) creative brainstorm sessions (session should include all relevant parties integral to the pre, production, and postproduction) over a two-day time period specific to each PSA. The video plan shall consider the requirement to develop up to two (2) PSAs within the contract PoP in addition to the video production below. Contractor shall develop, produce, and distribute two (2) high definition (HD), national television commercial-grade/quality PSAs in 15: 30 and 60 second formats and four (4) additional versions, two (2) per PSA. Footage to be used for social media platforms but not to exceed 60 seconds per social media platform versions. The Contractor shall develop, cast, and shoot all original footage/Visual Effects (VFX) for PSA’s and shall provide Behind-The-Scenes professional photography services for use in PSA packaging and promotional products and materials. The Contractor shall use only Veterans or service members for roles determined to be Veterans or service members. The Contractor shall use only professionals who provide voice over services. The two (2) national television quality PSAs shall be created and cut at industry standard 15, 30 and 60 seconds for widest possible distribution and play. Each commercial/PSA shall be distributed according to the requirements below. The Contractor shall provide each PSA in appropriate packaging with a case, designed and printed label aligned with the product and its contents.

The Contractor shall distribute the two (2) PSAs produced in strict adherence to the above guidelines and in accordance with the following:

· Apply best methods for attaining highest levels of reach and frequency with Veterans and their families throughout the United States

· Ensure maximum airplay among national/local TV outlets as it relates to non- commercial broadcast and streamed advertising for the public good

· Include detailed methodology for notification campaign and PSA promotion

· Connect with at least 1,500 PSA directors at national/local TV outlets in the United States, Virgin Islands, Puerto Rico, and Guam; and

· Promote and make PSAs available to national/local TV and digital outlets via best industry practices and standards including Latino TV outlets.

8.6.1.2. The video plan referenced above shall include details related to educational/awareness videos considering other communication/production efforts and schedules.

Contractor shall develop and produce two (2) HD, commercial-grade, 180 second, educational/awareness videos for web and social media distribution and eight (8) 15 second to 30 second video ads related to relevant suicide prevention topics. The Contractor shall translate two (2) of the education/awareness videos into Spanish.

8.6.1.3. All video and photo (raw and final), not to exceed twenty-five (25) Terabytes shall be stored on a cloud for access by up to sixteen (16) individuals outside of the contractor.

Deliverables:

8.6.1 HD video creative, plan, production, and postproduction for two (2) national television commercial-grade/quality PSAs in Los Angeles, CA or New York, NY; four (4) total, two (2) per PSA - social media platform versions from previously captured PSA footage; Professional, Behind-The-Scenes Photography Services; PSA distribution to at least 1,500 PSA directors at national/local TV outlets.

8.6.2 Video creative, plan, production, and postproduction of four (4) HD, short, 180 second, educational/awareness videos and eight (8) video ads for suicide prevention

8.6.3 Storage (cloud) of all video and photo assets of new and preexisting digital media content.

8.7 TASK SEVEN: STILL PHOTOGRAPHY SHOOTS AND EDITING

The Contractor shall:

8.7.1. Hold remote photo shoots, capturing 150 Veterans from a wide variety of backgrounds and provide VA with a wide array of photo options, including metaphor (hands only, holding a brochure, a Veteran holding a keychain); setting (park/gym/school); support (hug, concern); and action (walking, working out). The models shall be Veterans, active-duty service members (including National Guard or Reserve), individuals portraying a role (family, friends, healthcare profession) or service animals and shall be from all available eras, branches, genders, and ethnicities. Selected models shall accurately represent the various backgrounds and demographics of Veterans and service members and consider the serious tone, nature, and sensitivity of mental health topic. Each model shall have various approved wardrobe options that are relevant to work environment or casual climate with family or other appropriate scenarios as required by the shot. The Contractor is responsible for all creative direction, which includes the shot-list for a wide variety of photos that shall be used for material in toolkits. The photoshoot shall take into consideration the physical distancing requirements as a result of COVID-19. The Contractor shall provide the necessary equipment, guidance, and support to capture photos of Veterans to ensure the widest possible array of photographs are captured for use. All photographs taken shall be provided, when possible, in a “raw” format and shall remain the property of VA with exclusive use of material. The Contractor shall use only Veterans or service members for roles determined to be Veterans or service members and will obtain the proper VA 10-3203 release forms and DD-214s for all participants, as applicable.

8.7.2. Provide a full-time photo editor for chosen “selects” to be used in all campaign material.

The Contractor shall:

· Recruit Veterans, active-duty service members or family to participate in a remote photoshoot over eight months in multiple locations across the United States.

· Provide, when necessary mobile lighting kit and camera or phone for participants to capture images and relay the look needed for mental health material.

· Handle all associated logistics and paperwork related to the photo shoots.

· Provide professional, still photography in coordination/conjunction with video shoots. All PSA, education/awareness video shoots shall have a behind the scenes photographer. Shoots shall take place in a room no smaller than 15’ x 25' with ceilings no lower than 10'. All Testimonial video shoot participants shall be provided electronic copies of all their photographs.

· Provide a photo editor for select photos to be used in all communication material The still photographs and video shall:

· Depict Veterans and families from a broad array of racial, ethnic, gender, age, and military service backgrounds.

· Be compliant with Section 508 of the Americans with Disability Act for user interfaces and must include closed captioning, which includes descriptive captioning for videos; and

· Accurately depict the benefits and services being portrayed.

Deliverables:

8.7.1 Still photography for all video shoots including remote photoshoots with 150 Veterans over eight months for suicide prevention efforts. Individual copies (electronic) of photos for all testimonial shoots for each participant.

8.7.2 Still photo editor for suicide prevention efforts

8.8 TASK EIGHT: METRICS AND EVALUATION REPORTING

The Contractor shall evaluate outreach activities as they relate to Veterans. Using data gathered to date (to be provided by the Government), the Contractor shall assess effectiveness of existing metrics, provide suggestions for improvement, implement improvements, and monitor and report campaign results on a monthly basis. The Contractor shall refine, tailor, or create key metrics to monitor and ensure communication materials and other communication media (outreach, web, mobile, social media, and PSAs) are achieving intended results, improving Veterans’ and their families’ perceptions of suicide prevention services, treatment, and increasing awareness of and use of the resources identified (both web-based and mobile-based versions).

8.8.1. The Contractor shall provide website metrics as it relates to the Veterans Crisis line along with organic and paid social media metrics as it relates to Veterans Crisis Line on a weekly basis. Reporting will include, when possible, reach, impressions, audience growth rate, engagement rate, amplification rate, virality rate, video views – with “views” being defined per platform, video completion rate, conversion rate, cost-per-click, cost per thousand impressions, social share of voice, social sentiment, and comment analysis.), click through rates and any additional metrics available to reflect the impact of the communications. The Contractor shall provide access to an updated dashboard of social media data and metrics. Additionally, the contractor will provide new PSAs six (6) months from airing using Nielsen SpotTrac data, and Online advertising. The contractor shall establish metrics and report on effectiveness of outreach and conferences/events for suicide prevention efforts. Outreach outcomes and results will be included in the required quarterly progress reports detailed in section 8.1.

Per the “Commander John Scott Hannon Veterans Mental Health Care Improvement Act of 2019” Section 401 (e), the contractor shall convene focus groups of Veterans to assess the effectiveness of suicide prevention and mental health outreach. Each focus group shall, to the extent practicable, include Veterans of diverse backgrounds, including:

Deliverables:

8.8.1 Aggregate and monthly refined metrics document for all suicide prevention communication and outreach efforts as a whole and by campaign, to include organic and paid media efforts, aggregate and monthly web and social media dashboards, aggregate and monthly paid media reports.

8.9 TASK NINE: TRANSITION PLAN DEVELOPMENT & IMPLEMENTATION

8.9.1. Develop a transition plan. The draft is due 60 days after the kick-off meeting with final plan due no later than 30 after delivery of the draft. The plan shall include a 30-day period of familiarization and normalization with any contractor after this period of performance to ensure a smooth and non-disruptive transfer of all current campaign assets for SP efforts and efforts supported within the current performance work statement including: VCL (www.veteranscrisisline.net) website account and hardware or properties including administrative accounts and functions; paid media assets and ad word accounts/data; multimedia assets including all video, photography, graphic art source files, and other relevant and necessary Government, multimedia property; national outreach assets, contact sheets/information/stakeholders estimated at twenty-five (25) terabytes, and all relevant data; transfer of print material to Contractor’s selected facility from previous contractors storage location; and, all relevant campaign reports, metrics, and other data to ensure minimal disruptions to metrics and reporting.

Deliverables:

8.9.1. Transition Plan (TP) Development

8.9.2. Transition Plan (TP) Implementation 30 days before end of PoP

9.0 DELIVERABLE SCHEDULE

Contractor will be paid monthly for completed deliverables accepted by the COR. Acceptability criteria are provided in the table below:

8.1.1

Kick-Off Meeting and PMP

8.1.2

Weekly Progress

8.1.3

Quarterly Progress Reports

PoP

8.6.2

Video Creative Plan, Education Awareness Videos and Video ads 1 Plan, 2 videos and 8 video ads

Video plan 45 calendar days from approved PMP; video production ongoing through PoP;

8.7.1

Still Photography Shoot

8.7.2

Still Photo Editor

Social Media Reporting

8.8

Other Direct Costs (ODCs) (Not to Exceed)

8.9

Travel (Not to Exceed)