RFP 277-22-0574 Attachment 1a PWS.docx

RFP No. 277-22-0574 Attachment 1a

PERFORMANCE WORK STATEMENT (PWS)

Secretary of Health and Human Services National Media Campaign to Prevent and Reduce Underage Drinking Sober Truth on Preventing Underage Drinking (STOP) Act

Project Title: “Talk. They Hear You.” National Media Campaign to Prevent and Reduce Underage Drinking and Other Substances-STOP Act

A. Background Information

Underage drinking is one of our nation’s significant public health problems, and its associated problems have profound negative consequences not just for underage drinkers, but also for their families, their communities, and society as a whole. Alcohol continues to be the most widely used substance of misuse among America’s youth, and a higher proportion use alcohol than use tobacco or drugs. Annually, alcohol is a factor in the deaths of approximately 3,500 youths in the United States, shortening their lives by an average of 60 years (CDC, 2021). Every day an estimated 2,125 children ages 12 through 14 begin using alcohol. Among 12- to 20-year-olds, 16.1 percent reported using alcohol in the last month (2020 NSDUH). These young people face a number of harmful potential consequences, including death or injury, impaired brain function, decreased academic performance, and increased risk of developing an alcohol use disorder later in life (2021 Report to Congress on the Prevention and Reduction of Underage Drinking).

National concern about underage drinking has grown over time, in part because of advances in science that increasingly reveal adverse health and safety consequences. This prompted Congress to appropriate funds for a study by the National Academies to examine the relevant literature to “review existing federal, state, and nongovernmental programs, including media-based programs, designed to change the attitudes and health behaviors of youth.” In 2004, The National Research Council (NRC) and the Institute of Medicine (IOM) issued the report Reducing Underage Drinking: A Collective Responsibility (NRC & IOM, 2004) as the culmination of that study.

The conference report accompanying H.R. 2673, the “Consolidated Appropriations Act of 2004,” directed the Secretary of the U.S. Department of Health and Human Services (HHS) to establish the Interagency Coordinating Committee on the Prevention of Underage Drinking (ICCPUD) and to issue an annual report summarizing all federal agency activities related to the problem. The HHS Secretary directed the Administrator of the Substance Abuse and Mental Health Services Administration (SAMHSA) to convene the ICCPUD in 2004. The ICCPUD includes representatives from HHS’s Office of the Surgeon General, Centers for Disease Control and Prevention, Administration for Children and Families, Office of the Assistant Secretary for Planning and Evaluation, and the National Institutes of Health, including the National Institute on Alcohol Abuse and Alcoholism and the National Institute on Drug Abuse; U.S. Department of Justice, Office of Juvenile Justice and Delinquency Programs; U.S. Department of Education, Office of Safe and Healthy Students; U.S. Department of Transportation, National Highway Traffic Safety Administration; White House Office of National Drug Control Policy; U.S. Department of the Treasury; U.S. Department of Defense; and the Federal Trade Commission.

In December 2006, Congress passed the Sober Truth on Preventing (STOP) Underage Drinking Act, Public Law 109-422, known as the STOP Act, and reauthorized the Act in December 2016 as part of the 21st Century Cures Act (Public Law 114-255). The Act states, “A multi-faceted effort is needed to more successfully address the problem of underage drinking in the United States. A coordinated approach to prevention, intervention, treatment, recovery, enforcement, and research is key to making progress. This Act recognizes the need for a focused national effort, and addresses particulars of the federal portion of that effort, as well as federal support for state activities.” The STOP Act requires the HHS Secretary, in collaboration with other federal officials enumerated in the Act, to “formally establish and enhance the efforts of the Interagency Coordinating Committee for the Prevention of Underage Drinking (ICCPUD) that began operating in 2004.”

In keeping with the STOP Act’s language calling for a multi-faceted, coordinated approach, the ICCPUD developed a Comprehensive Plan in 2006, with updates in 2018, and a pending update for 2021. The plan includes consensus recommendations from the federal agency members as well as for all interested parties identified in the STOP Act, and established the following overarching goals and objectives:

1. Strengthen a national commitment to address the problem of underage drinking.

2. Reduce demand for, the availability of, and access to alcohol by persons under the age of 21.

3. Use research, evaluation, and scientific surveillance to improve the effectiveness of policies, programs, and practices designed to prevent and reduce underage drinking.

The STOP Act tasks the ICCPUD to “guide policy and program development across the federal government with respect to underage drinking” and to coordinate the development of four annual reports submitted by the Secretary of HHS on behalf of the ICCPUD:

1. Report to Congress from the HHS Secretary on the Prevention and Reduction of Underage Drinking;

2. State Performance and Best Practices for the Prevention and Reduction of Underage Drinking (SPBP);

3. State Underage Drinking Prevention Activities (State Reports),

4. Report on the evaluation of the national media campaign to prevent underage drinking that includes the production, broadcasting, and effectiveness of the campaign.

SAMHSA was created in 1992 and serves as the ICCPUD lead agency on behalf of the Secretary of Health and Human Services. SAMHSA works in collaboration with states to improve prevention, treatment, and rehabilitation services for individuals with mental and/or substance use disorders. Its vision is to provide leadership and devote its resources toward helping the nation act on the knowledge that: behavioral health is essential to health, prevention works, treatment is effective, and people recover from mental and substance use disorders.

SAMHSA’s Center for Substance Abuse Prevention (CSAP) is charged with supporting the Assistant Secretary for Mental Health and Substance Use as the ICCPUD Chair, and manages the day to day work of the ICCPUD representatives, working with federal, state, public, and private organizations to develop comprehensive prevention systems by:

· Providing national leadership in the development of policies, programs, and practices to promote children and youth behavioral health services that prevent the onset of illegal drug use, prescription drug use disorders, alcohol use disorders, and underage alcohol and tobacco use;

· Promoting effective substance use disorder prevention policies, programs, and practices, which use performance measures, data, and evaluation to enable states, communities, and other organizations to apply prevention knowledge in an effective manner.

The national media campaign to prevent underage drinking, — “Talk. They Hear You.” (TTHY) responds to directives set forth in Section 2(d) of the STOP Act addressing the need for a multi-faceted effort to more successfully address the problem of underage drinking by aligning public health messaging with interventions to assist parents/caregivers, schools, and communities as part of a coordinated approach to prevention, intervention, treatment, recovery, enforcement, and research. Specifically, the STOP ACT requires the following:

“NATIONAL MEDIA CAMPAIGN TO PREVENT UNDERAGE DRINKING. —

‘‘(1) SCOPE OF THE CAMPAIGN. —The Secretary shall continue to fund and oversee the production, broadcasting, and evaluation of the national adult-oriented media public service campaign if the Secretary determines that such campaign is effective in achieving the media campaign’s measurable objectives.

‘‘(2) REPORT.—The Secretary shall provide a report to the Congress annually detailing the production, broadcasting, and evaluation of the campaign referred to in paragraph (1), and to detail in the report the effectiveness of the campaign in reducing underage drinking, the need for and likely effectiveness of an expanded adult-oriented media campaign, and the feasibility and the likely effectiveness of a national youth focused media campaign to combat underage drinking.

‘‘(3) CONSULTATION REQUIREMENTS. —In carrying out the media campaign, the Secretary shall direct the entity carrying out the national adult-oriented media public service campaign to consult with interested parties including both the alcohol beverage industry and public health and consumer groups” ...

Toward that end, the purpose of this contract is to continue, to further develop, implement, and evaluate the alignment of public messaging with the interventions of the multi-faceted adult oriented national media campaign, and explore the feasibility and implementation of a national youth media campaign.

The ICCPUD will continue to guide the developmental process of the national media campaign, TTHY, over the period of this contract. The annual evaluation regarding the implementation and outcomes of “Talk. They Hear You.” is provided in of the “Report to Congress on the Prevention and Reduction of Underage Drinking” and can be found at www.stopalcoholabuse.gov .

As part of the campaign’s formative research SAMHSA administered a national web survey (N=2,500) to establish a baseline of parent and caregiver attitudes, beliefs, and behaviors related to underage drinking.

The following findings are not exhaustive, but establish a preliminary assessment of the baseline in underage drinking prevention behaviors and attitudes:

1. Underage drinking is not a top-of-mind issue; fewer than half of all parents surveyed reported concern. Regarding general attitudes toward underage drinking, only 30 percent of participants reported that they see drinking alcohol as an issue to be concerned about with their children.

2. Education and conversations with children were the top two ways parents said that they could prevent underage drinking. When asked what they could do to prevent their children from drinking alcohol, 30 percent reported, “educate them,” and 25 percent reported, “Have open conversations.”

3. Women (94 percent) are more likely than men (87 percent) to have had a conversation with their children about underage drinking.

4. Most parents exposed to the materials said that they were believable, and a third said that the materials left an impression on them. Parents and caregivers asked for additional modeling scenarios in the print public service announcements (PSAs).

5. Of parents who were exposed to TTHY PSAs:

a) A quarter agreed that the PSAs were some of the best ads they had seen related to underage drinking prevention.

b) A quarter said that they would seek out more information about SAMHSA.

6. Parents exposed to the PSAs (89 percent) were more likely than unexposed parents (85 percent) to have had a conversation with their children about the dangers of underage drinking in the past three months.

The focus for the base year and all subsequent years will be to continue to develop, promote, disseminate, and evaluate the public education messages and interventions developed on behalf of the ICCPUD by SAMHSA’s CSAP for the national media campaign, TTHY, to prevent and/or reduce underage drinking, and other substance use. The campaign implementation efforts will use all available communication platforms from ICCPUD members, SAMHSA, and the network of intermediary partners as well as coordinate across the SAMHSA’s related public education efforts. This contract directly supports the three goals identified in ICCPUD’s “Preventing & Reducing Underage Drinking 2021 Comprehensive Plan”, as well as the National Outcome Measures, and the Office of National Drug Control Policy 2020 Strategies:

2021 ICCPUD Comprehensive Plan for Preventing & Reducing Underage Drinking, Goal 1: Strengthen a national commitment to address the problem of underage drinking;

· Objective 1: Increase awareness of underage drinking and its negative consequences, enhance broad-based support for strategies to prevent and reduce underage drinking, and strengthen leadership in all sectors of society aimed at addressing the problem; and

· Objective 2: Increase cooperation, coordination, and collaboration among private entities and all levels of government; encourage their participation in, and provide support to, programs and projects that address the reduction of underage drinking.

Goal 2: Reduce demand for, the availability of, and access to alcohol by persons under the age of 21.

· Objective 1: Reduce use of alcohol by those under the age of 21 by increasing awareness of the negative consequences of underage drinking and the importance of positive parental modeling, by providing resistance skills training, by reducing the social acceptance of underage drinking, and by increasing community support and interventions at all levels to reduce risk factors and promote protective factors.

· Objective 2: Reduce access to alcohol by those under age 21 and strengthen accountability by enforcing underage drinking laws.

· Objective 3: Provide opportunities for screening and early identification of alcohol use disorders and brief interventions or treatment as appropriate across multiple settings.

Goal 3: Use research, evaluation, and scientific surveillance to improve the effectiveness of policies, programs, and practices designed to prevent and reduce underage drinking.

· Objective 1: Increase knowledge of effective approaches to prevent and reduce underage drinking and its consequences, including the use of evidence-based policies, programs, and practices.

· Objective 2: Increase scientific surveillance of underage drinking, contributing factors, and consequences.

2020 National Drug Control Strategy

Goal 2: Educate the public, especially adolescents, about drug use.

· Objective 1: Reduce the rate of past year use of any illicit drug among youth each year, and by 15 percent by 2022.

· Objective 2: Reduce the rate of past year use of opioids among youth each year, and by 15 percent by 2022.

National Outcomes Measures (NOM)

NOMs Domain – Reduced Morbidity-Abstinence from Drug Use/Alcohol Use (NSDUH)

· 30-Day Use

· Perception of Risk/Harm of Use

· Age of First Use

· Perception of Disapproval/Attitudes

NOMs Domain – Crime and Criminal Justice

· Alcohol-Related Traffic Fatalities (NHTSA)

· Alcohol- and Drug-Related Arrests (FBI)

NOMs Domain – Social Connectedness

· Family Communications Around Drug and Alcohol Use (NSDUH)

NOMs Domain – Retention

· Youth Seeing, Readng, Watching, or Listening to a Prevention Message (NSDUH) B. Objectives

The objectives of the national media campaign—TTHY are to align the public health messaging aspect of the campaign with interventions to assist parents and caregivers, schools, and communities in preventing and/or reducing underage drinking and use of other substances. The campaign has two primary sets of objectives for two distinct audiences, the first is parents and caregivers, and the second is youth.

Objectives specifically directed at parents and caregivers are intended to delay the onset of underage drinking or other substances, and are designed to improve parents’ and caregivers’ awareness, understanding, and behavior around the importance of communication concerning the risks and harms associated with underage drinking by:

1. Increasing parent and caregiver awareness of the prevalence and risks of underage drinking and other substance use;

2. Equipping parents and caregivers with the knowledge, skills, and confidence to prevent underage drinking and other substance use; and

3. Increasing parent and caregiver actions to prevent underage drinking and other substance use.

Objectives specifically directed at youth under the age of 21 are intended to:

1. Increase the age of first use of alcohol and other substances;

2. Increase youth perceptions of risks and harms associated with underage drinking and other substances;

3. Develop refusal and decision-making skills including:

a. How to anticipate and respond to risky situations;

b. How to avoid dangerous behaviors and keep friends; and

c. How to critically assess media messaging related to alcohol and other substances;

4. Enhance family communications about the risks and consequences associated with underage drinking and other substance use;

5. Increase youth exposure to preventive messages for health and wellbeing.

The national media campaign to prevent and reduce underage drinking, TTHY, will focus on parents, caregivers, and youth in all parts of the nation, and will represent and include socially, economically, ethnically, and racially, diverse populations from urban and rural populations.

This contract will contain 1 Base year with 4 Option years:

C. General Requirements

1. The Contractor shall account for project funding necessary to meet all requirements specified in Section C, including but not limited to activities supporting IT security and privacy, Section 508 compliance, and web content development, management, and migration.

2. Independently, and not as an agent of the Government, the Contractor shall furnish the necessary personnel, labor, equipment, software, services, materials, and supplies, except as otherwise noted specifically herein to perform the work set forth below.

3. All work under this contract will be monitored by the Contracting Officer’s Representative (COR).

General boilerplate requirements are the Division of Technology Management (DTM) and Office of Communications (OC) requirements-Please see Attachment 1b.

Specific Requirements

In the base year, and all subsequent option years, the contractor shall continue to develop promote, disseminate, and evaluate the existing national media campaign for parents/caregivers, and youth consistent with the objectives as described in Section B above.

The contractor shall develop new and maintain existing collaborative working relationships with key national partners and stakeholder organizations who are ICCPUD and/or SAMHSA constituents, and who have large state and local affiliate organizational infrastructures. The goal is to achieve broad dissemination and leverage our partners’ communication networks.

Cultural Competency: The contractor shall ensure all core project staff and consultants are culturally competent to deliver technical assistance and training services to the organizations and communities for whom the contractor will provide support and services. Staffing and selection of core staff and associates should reflect sensitivity to this issue. As part of the contractor’s quality assurance plan (e.g., systematically solicit end user feedback using different assessment methods regarding training and technical assistance efforts), the contractor shall report on a quarterly basis to SAMHSA on regional perceptions of product and service utility, adherence to cultural competence guidelines, and other relevant aspects of services provided under this contract.

Task 1: Contract Management (All Years) The contractor shall provide ongoing project management and project directions for contract activities, respond, and report to the COR. For urgent requests, the contractor shall respond within 12 hours from initial contact.

1.1. Authoritative Guidance:

The contractor shall provide expert guidance to the COR on all content and management areas in order to support the national media campaign to prevent underage drinking and the execution of tasks to achieve identified goals and objectives in a proactive and collaborative manner upon COR request.

1.2. Kick-off and Ongoing Meetings:

Within two (2) weeks of the contract effective date (CED), the contractor’s Project Director and Chief Executive shall meet in person (if feasible) with the COR and CO, or a designated representative, to discuss the project and to review SAMHSA’s expectations of the contract, lines of communication, and reporting procedures. The contractor shall also use this opportunity to discuss the contract transition plan, which will be shared with the contractor once transition is complete. Ongoing meetings will be held weekly between the Contractor, the COR, and other relevant parties. The contractor shall provide agendas at least 2 business days in advance of each meeting, and within three business days following summary of discussions, and documentation of decisions made for each meeting.

1.3. Ongoing Communication, Status Reports, and Vouchers:

The Project Director shall prepare and submit a bi-annual operational budget at the beginning of the first and third quarter of each year of the contract, by task, and dates of deliverables listing all expenses associated in accomplishing each task.

Beginning in the first month after the CED, the contractor shall submit via email on the tenth (10th) business day of each month or as directed by the COR, monthly status, expenditure reports, and a payment voucher which documents progress toward key tasks and money spent or incurred to date. Information shall also include, but not be limited to:

· Voucher Review Sheet and Invoice

· Status of tasks

· Project milestones

· Identification of challenges

· Recommended solutions for problems encountered and anticipated

· Deliverables due

· Deliverables submitted and upcoming

· Estimates for all costs associated with the contract

· Correlation of money spent/incurred to work completed

· Include statements that the contract will (or will not) be completed within the budgeted amount.

A budget table in a format requested by the COR that displays spending by task and deliverables shall be included. The reports shall be submitted electronically to the COR and CO.

The contractor shall also participate in ongoing conference calls as requested by the COR to report on the status of the deliverables required under the contract. The contractor shall attend up to twelve (12) in-person or virtual meetings per contract performance year at SAMHSA offices at 5600 Fishers Lane, Rockville, MD 20857.

1.4. Work Plan for Base and Option Years:

No later than two (2) weeks after the kick-off meeting, the contractor shall submit a draft work plan and budget for the base year and an outline of work plan goals for all option years. The base year work plan shall define the process that the contractor shall utilize for scheduling tasks defined by the Performance Work Statement and obtaining necessary resources to complete the objectives of this contract. The purpose of the work plan and budget for the base year is to ensure that contract resources are allocated across contract tasks in the most cost-effective manner and reflect the most current assessment of program needs and demands under each task.

After review by the COR, the contractor shall revise the draft work plan within two (2) weeks of receipt of comments by the COR to incorporate the COR’s comments and resubmit the work plan and budget to the COR for approval. The revised work plan shall govern the conduct of tasks for the remainder of the contract year. One copy of the revised work plan and budget are to go to the COR and Alternate COR, the final work plan and budget shall be delivered electronically five (5) business days following receipt of Government comments to the COR and Alternate COR.

IT Work Plan: Within four (4) weeks after the CED, the contractor shall create and submit draft system’s Privacy Impact Assessments, Entity Relationship Diagrams, Physical and Logical diagrams, information types along with data types and related relationship diagrams for the data that is being stored, processed and transmitted within the system.

Within four (4) weeks after the CED, the contractor shall meet with the COR and Chief Information Security Officer at a Privacy and Security Kick Off meeting to plan an implementation schedule that attains an ATO prior to system entering the production stage. (This meeting can be held virtually.)

The contractor is responsible for submitting all required materials 30 days prior to the ATO anniversary date for review by the SAMHSA Security team, and contractor must follow SAMHSA’s continuous monitoring schedule.

Data Classification Note: Based upon preliminary review of the PWS the data residing within this system should be categorized as a “Low” and must obtain Authorization to Operate (ATO) before system gets deployed into the production environment. Please see Security and Privacy Requirements section ‘B’ for example deliverables for the ATO.

1.5. Quarterly Campaign Assessment Report:

The contractor shall prepare quarterly assessment reports based upon the Campaign Assessment and Quality Control Plan developed in the planning phase of the project, which shall be provided to the Contractor upon award. It shall include a detailed analysis of all assessment activities such as media exposure tracking. Quarterly Campaign Assessment Reports are due on the fifth (5) day of every third month. Copies shall be submitted electronically to the COR and CO.

Task 2: Development, Implementation, and Dissemination: [All Years]

The contractor shall develop, implement, and disseminate content and materials that are clear and appealing using best practices, document design principles, high-resolution imagery, and other fundamental concepts of effective communication practice for national media campaigns upon approval of COR or as requested by COR.

Note to offerors: Implementation of the campaign shall be based on the approved Strategic Communication Plan, which will be provided by SAMHSA upon award of the contract. All the creative materials already approved by SAMHSA will also be provided at the time of contract award.

2.1. National Kick-Off Meeting:

The contractor shall plan, implement, and provide all logistical support for an official public campaign kickoff meeting in the Washington Metropolitan area before appropriate public and private officials representing diversified interests to give national visibility to the campaign upon approval of COR or as request by COR.

Note to offerors: For budgeting purposes, offerors should plan $3,000 for logistical support in Washington metropolitan area for 50 people. The typical event will be a 1-day event that does not require traveling outside participants, and should include all venue cost, marketing of the event via SAMHSA’s social media, event materials (One (1) page agenda and PPT), live webcasting, and taping of the event for posting to the SAMHSA You Tube channel.

2.2. Product Development and Testing:

During the base year and the subsequent option years, the contractor shall develop and provide camera-ready campaign products for tagging, where appropriate, and assist stakeholder organizations and other supporting groups in tailoring the products for local campaign implementation. New products will be conceptualized and developed on a rolling basis to provide an annual refresh of content and campaign products.

Specific product deliverables:

Television and Radio for Network Broadcast PSAs

· Two (2) Adult oriented television spots (:30 and :60 versions) in English and/or Spanish, four (4) radio spots in English/Spanish (:30 and :60 versions or alternate length upon approval); and/or

· One (1) Youth oriented television spots (:30 and :60 versions) in English and/or Spanish, four (4) radio spots in English/Spanish (:30 and :60 versions or alternate length upon approval).

New Media Series Product/Content Development, Social Media, and Podcast:

· One (1) “Talk. They Hear You.” Discussion Starter videos or Multimedia Promotional Presentation (4:00 to 10:00 minutes);

· Webisode/Video Vignette Series consisting of a total of 10 hours of run time. The series can include various lengths such as five (5) twenty-five (25) minute webisodes/video vignettes on each of the selected topic areas agreed upon by the COR and does not exceed the overall 10 hour run time.

· Six (6) Video Vignette or Podcast spots in English/Spanish for a parent to parent podcast series consisting of an average run time of 60 minutes each. The series can include various lengths but should be an average of 60 minutes for each of the topic areas as determined by the COR or any combination agreed upon by the COR and does not exceed the 6 hours of run time.

· Six (6) Video Vignette or Podcast spots in English/Spanish for a child to parent or youth to youth series consisting of an average run time of 60 minutes each. The series can include various lengths but should be an average of 60 minutes for each of the topic areas as determined by the COR or any combination agreed upon by the COR and does not exceed the 6-hour run time.

· Refresh and maintain the campaign website, existing product lines, and social media content, monthly or upon request by the COR.

· Social media messaging and development: 15-20 posts per month for adult and 15-20 posts per month youth audiences. Placement should be stratified by audience across each market via all SAMHSA communication platforms and distribution via the bi-weekly partners newsletter.

Print, Curricula, Tool Kits, and other Resource Materials

· Twelve (12) print ads in English/Spanish. Ads are to be based on the prior approved print concepts and consistent with TTHY branding; Each approved print ad must include the following layouts: one (1) full-page ad, two (2) fractional ads (2/3 page and ½ page), two (2) transit layouts; one (1) Horizontal, one (1) Vertical, and post card formats in various sizes to include (4.25x7 in; 7x8.75 in; 8.625x5 in, 47x69 in; 62x43 in) or other recommended formats;

· Three (3) Health and Wellness Curricula to improve functional communications, health knowledge and reinforce skills for positive health behaviors related to preventing substance use and improving mental health of students. The contractor will continue the development and refinement of the following curricula:

1. Motivational Interviewing for School Administrators and Student Assistance Professionals,

2. Motivational Interviewing for Parents and Caregivers,

3. “This Life for Us” Health, Wellness, and Wellbeing curriculum (phase 2- and phase 3 development).

· One (1) Product Catalog each for adult consisting of all publicly available products and materials.

· One (1) Product Catalog each for youth consisting of all publicly available products and materials.

The contractor shall create all creative briefs, storyboards, screen treatments, script drafts, and final shooting scripts. Each will be submitted to the COR for approval.

The contractor shall develop a draft shooting script, which details a scene-by-scene shooting, the actor's dialogue, and location of the shooting, settings, and any other relevant information. The contractor shall submit the draft shooting script to the COR for approval upon request.

The contractor shall develop a final shooting script, which contains actor dialogue, any voiceovers, proposed setups and camera angles, music, sound effects, cues, and screen credits. Prior to shooting, the final script must be approved by SAMHSA’s Center for Prevention of Substance Abuse (CSAP), SAMHSA Office of Communications (OC), and the Office of the Assistant Secretary for Public Affairs (ASPA), U.S. Department of Health and Human Services (HHS).

The COR will be on-site (live or virtual) during the shooting of the video footage. The contractor shall choose the most appropriate and effective means for producing the PSAs. The contractor shall perform all the necessary production services, such as renting the studio and equipment, hiring production personnel, constructing sets as needed, casting, providing sound services and music, editing, and producing the material.

The contractor shall hire all talent for use in the PSAs. The contractor shall be responsible for obtaining all talent permissions for unlimited use of the talent. PSAs shall not have a kill date, shall be deemed evergreen, and shall be used indefinitely. PSAs shall remain in rotation to all media outlets and shall be considered evergreen with no expiration date. In addition, the PSAs shall be used for other SAMHSA-related educational and outreach efforts.

The contractor shall submit the rough-cut for the PSAs and videotape to the COR for approval within one (1) week after completion. They shall be sent to, and must be approved by, SAMHSA OC and ASPA, DHHS. The contractor shall make changes, if needed and as directed by the COR, to obtain those approvals.

The contractor shall complete the final edit and produce the television PSAs in VHS, DVD, BetaSP, and electronic formats for use on the SAMHSA.gov web site and in PowerPoint presentations. The radio PSAs shall be duplicated on DVDs and electronic format for use on https://www.talktheyhearyou.samhsa.gov/ website and in PowerPoint presentations. In addition, the contractor shall submit a master of each PSA and videotape to the COR one (1) week after completion as well as release rights forms filed in connection with the PSAs and videotape production. Duplicates of the PSAs and videotape shall be submitted upon request of the COR.

2.3. “Talk. They Hear You” Campaign Mobile Application Deployment and Maintenance

The contractor will provide ongoing maintenance, platform updates and software redesign, if necessary, to the “Talk. They Hear You.” Campaign mobile application and will include but is not limited to:

· The contractor shall update and maintain the mobile application in a way that provides a similar theme yet device-specific experience for users depending on what type of device they are on. The three types supported shall be smart phones, tablets, and desktops for all three primary platforms Windows, IOS and Android.

· The contractor shall understand and execute the necessary processes to deploy the mobile application to Apple, Google, and Windows marketplaces.

· The contractor shall maintain the “Talk. They Hear You.” Campaign application and the “Screen4Success” self-screening and referral management service to appropriately represent the competitive and exclusive nature of the SAMHSA brand, and support an app environment that encourages and facilitates regular use via gamification.

· Both applications shall be a hybrid of content packaged into the app’s native code as well as content that is piped in from the web using both RSS feeds and web views of externally hosted html pages.

· The app shall work regardless of the user’s connectivity to the internet. In addition, the app will give users the option to download and save content to a personal “reading list” for access later regardless of the user’s connectivity to the internet.

· The app shall leverage push notification capabilities in order to remind users about upcoming events.

· Provide mobile (phone, tablet, and desktop) support and maintenance for multiple screen sizes. Updates (content, design, functionality, etc.) available on the (Agency’s URL) website (PC experience) shall be optimized for phone, tablet, and desktop experiences (mobile web) through responsive design.

· Provide creative design support, based on the Agency’s digital style guide, for future enhancements following 508 accessibility guidelines.

· Perform unit and unit integration testing. Provide support during all test phases (System, Intersystem, and User Acceptance Testing). Support and coordinate with the Enterprise Performance Test Team and support the Department’s 508 Accessibility Group testing of the application.

· Monitor and report app performance metrics, evaluate app effectiveness in achieving campaign objectives, and identify app features needing enhancement for subsequent upgrades.

2.4. “Screen4Success” Maintenance, Integration, and Deployment with the Talk. They Hear You” Campaign Mobile Application:

Note to offerors: For budgeting purposes please provide costs for hosting and maintenance for 100,000 users.

Specifically, SAMHSA would like to continue the maintenance, and deployment of the “Screen4Success” self-screening and referral management service through Chestnut Health Systems as well as its deployment through the “Talk. They Hear You.” mobile application and as standalone website and will include the following:

· Provide ongoing maintenance and disaster recovery of the “Screen4Success” self-screening and referral management service through Chestnut Health Systems with integration into the “Talk. They Hear You.” mobile application, and as standalone website.

· Assist in identification of substance use disorders and other determinants of health and wellness related issues to facilitate care should it be required for users of the service.

· Meets all federal and state requirements for digital security and protects individual user data to the fullest extent possible.

· Include appropriate evidence based and validated measures related to substance use and health and wellness measures.

· Identify appropriate resources for users within user geographic location and update as appropriate.

· Access and reporting of aggregated user data by state, HHS region and zip code through the SAMHSA AWS Quicksight dashboard.

2.5. Product Design, Development, Implementation, and Management Plan:

The contractor shall continue deployment of the “Screen4Success” self-screening and referral management service as part of the “Talk. They Hear You.” mobile application to assist youth, parents, caregivers, and other collateral users (i.e. Student Assistance Professionals or Behavioral Health Specialists) who are concerned about substance use, or other determinants of health and wellness for youth under the age of 21.

The self-screening and referral management services should be complementary with all current efforts and guidelines identified in the national media campaign or other public education initiatives to assist in meeting the objectives of the campaign or initiative, and assist in identifying determinants of health and health disparities where appropriate. The parameters of the design and implementation plan should assess the scope and effectiveness of the of the service(s) and include ongoing management of the service(s) and enhancement recommendations for future iterations.

The contractor is expected to collaborate with appropriate staff from ICCPUD, SAMHSA, and campaign contractors and subcontractors (at the direction of COR) to develop recommendations for appropriate implementation of the self-screening and referral management service and any associated evaluation requirements. The framework for the service shall allow for consistency in the approach for planning and conducting as part of current evaluations and include specific steps (e.g., data collection, goal of data).

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1.1.

2.6. Procedures Manual with Data Collection Protocols:

The contractor shall maintain and update the procedures manual and will include all data collection protocols to the COR on an ongoing basis. Drafts are due with four (4) weeks after COR request for an update. This submission shall include materials related to operating, maintaining, and management of the service and appropriate campaign evaluation activities, including federal wide assurance and internal operating procedures that facilitate compliance with federal guidelines such as data collection protocols (number, size, and complexity to be determined), quality assurance procedures, and a data collection procedures manual. The procedures manual shall include information that specifies how data derived from users will be handled to preserve confidentiality. The contractor shall submit these materials to the COR electronically in a Microsoft Word-compatible format.

2.7. Campaign Product Testing and Focus Groups:

Upon request of the COR the contractor shall identify up to five (5) communities that shall serve as potential sites for product testing and focus groups for the campaign at these sites upon approval of the work plan. These sites shall be located across the ten (10) HHS regions in a combination of rural, urban, and suburban areas. Funds shall be set aside to support these five (5) communities for approved product testing activities. Training and technical assistance will be provided to communities through one (1) in-person meeting and no more than two (2) webinars.

Note to offerors: For budgeting purposes, offerors may allow for up to $7,500 for these activities for each of the five (5) communities during formative research and evaluation after release of the campaign.

The contractor shall work closely with SAMHSA’s OC to ensure that all SAMHSA communications platforms (e.g., SAMHSA website, social media channels, SAMHSA Headlines, SAMHSA News, SAMHSA underage drinking prevention website – https://www.talktheyhearyou.samhsa.gov/) are fully utilized.

Note to offerors: For budgeting purposes, offerors should assume there will be appropriate promotional and informational content developed for each SAMHSA channel (e.g., announcement for SAMHSA website, up to 4 blogs annually, monthly LinkedIn posts, monthly Instagram posts, monthly Facebook posts, monthly Twitter posts, SAMHSA Headlines, and development of ten (15) new web pages for the underage drinking website).

2.8. Campaign Implementation and Dissemination:

The contractor shall develop and implement the promotion and distribution plan, which includes outreach to a wide variety of media channels, media exposure tracking, and process and outcome evaluation. SAMHSA will provide the promotional and distribution plan as a part of the reference materials and upon award of the contract; all modifications shall be approved by the COR.

Note to offerors: For budgeting purposes, offerors should assume media placements on the major networks and affiliates, cable networks, radio networks, and print media in the top 25 media markets in the base year and in all option years.

All efforts shall be coordinated with the SAMHSA Office of Communications press team, who will ensure that ASPA, DHHS, approval is obtained if necessary.

2.9. Partnership Collaboration:

The contractor shall work closely with each existing partner group as identified by the COR in identifying effective dissemination strategies and in assisting them in rolling out the campaign. The offeror shall submit a partnership development strategy as part of the overall workplan.

Note to offerors: For budgeting purposes, offerors should assume ten (10) national partners in the base year and an additional ten (10) national partners for each option year. SAMHSA will provide the names of the current partners upon award of the contract. There is no travel associated with this task.

Task 3: Evaluation and Reporting Requirements [All Years]

Within four (4) weeks after CED, and as specified and approved by the COR, the contractor shall conduct an impact and outcome evaluation that meets the objectives and directives set forth in Section 2(d) of the STOP Act, and conduct a feasibility study of for implementing a dedicated youth media campaign to reduce underage drinking and other substance use. The goal of the impact and outcome evaluation for the campaign is to determine if, and to what extent the national media campaign to prevent underage drinking “Talk. They Hear You.” contributes to preventing underage drinking through parental actions, and how likely the effectiveness of a youth campaign is in reducing underage drinking for those under 21 years of age.

More specifically, SAMHSA would like to evaluate whether future waves of the national media campaign and related interventions to prevent underage drinking, TTHY, has an effect on any of the following outcome objectives:

Objectives for adult-oriented campaign:

· Awareness of and receptivity to campaign messages;

· Increase parent and caregiver awareness of the prevalence of underage drinking, and alcohol use;

· Increase parent and caregiver understanding of the dangers and risks of underage drinking;

· Parent or caregiver disapproval of underage drinking;

· Increase parent or caregiver knowledge, skills, and confidence to prevent underage drinking;

· Increase in parent and caregiver actions to prevent underage drinking.

Objectives for youth-oriented campaign:

· Awareness and receptivity to campaign messages;

· Increase in youth exposure to preventive messages for health and wellbeing;

· Enhance family communications about the risks and consequences associated with underage drinking and other substance use;

· Increase youth perceptions of risks and harms associated with underage drinking and other substances;

· Increase in knowledge, skills, and confidence to respond to risky situations and avoid dangerous behaviors associated with alcohol or other substance use and seek assistance if necessary.

Contractor shall propose and implement an evaluation plan that builds off existing efforts to determine whether or not the “Talk. They Hear You” national media campaign meets the objectives of the STOP Act as prescribed and to the extent that a youth-oriented campaign will be effective. Prior and existing evaluation reports can be found in the Report to Congress on the Prevention and Reduction of Underage Drinking located at www.stopalcholabuse.gov. The parameters of the evaluation design should assess the scope and effectiveness of both the adult and youth programs. To achieve these goals, the contractor may propose designs that are parent/caregiver, school, community, or market-based, and regional or geographic in scope, and may suggest the adjustment or alteration of activities and message exposure levels among test and control groups.

At a minimum, the contractor is expected to carry out the aforementioned tasks but is also encouraged to propose other innovative solutions that meet the objectives of the tasks and deliverables outlined by SAMHSA and are within the scope of work prescribed in the STOP Act.

Collaborate with appropriate SAMHSA staff, campaign contractors and subcontractors (at the direction of COR) to develop initial recommendations for appropriate evaluation frameworks. The framework shall allow for consistency in the approach for planning and conducting evaluations and include specific steps (e.g., data collection, goal of data analysis).

Note to offerors: For budgeting purposes, offerors should assume 900 hours annually for a senior evaluator and 800 hours for a junior evaluator to carry out the approved evaluation activities.

3.1 Draft Evaluation Plan:

Within four (4) weeks after CED, the contractor shall submit to the COR a draft evaluation plan for continuing data collection of “Talk. They Hear You.” that includes the following, at a minimum: (1) objectives of the evaluation; (2) scope of the evaluation; (3) outline of key elements of the evaluation; (4) evaluation methods (including detailed information on the qualifications and number of human subjects, and on the size and complexity of the protocol); and (5) a preliminary sample design.

The primary evaluation questions shall be answered through analysis of primary evaluation data gathered from campaign-specific measurement tools (e.g., surveys) and existing national surveys of substance use (e.g., National Survey on Drug Use and Health, Monitoring the Future, Behavioral Risk Factor Surveillance System). The contractor shall submit the draft evaluation plan to the COR electronically in Microsoft Word-compatible format.

3.2 Final Evaluation Plan:

Within two (2) weeks after receiving the COR’s feedback on the draft evaluation plan, the contractor shall submit to the COR a final evaluation plan that incorporates the COR’s comments and expands on elements contained in the draft plan.

3.3 Draft Data Collection Protocols and Procedures Manual:

The contractor shall develop and submit draft data collection protocols and a procedures manual to the COR at the same time the final evaluation plan is delivered—eight (8) weeks after the CED. [As noted, the contractor shall submit to the COR a final evaluation plan that incorporates COR comments provided in Task 3.2 and expands on elements contained in the draft plan, as needed, within two (2) weeks of receiving COR feedback on the draft evaluation plan.] This submission shall include materials related to the campaign evaluation activities, including federal wide assurance and internal operating procedures that facilitate compliance with federal guidelines such as data collection protocols (number, size, and complexity to be determined), quality assurance procedures, and a data collection procedures manual. The procedures manual shall include information that specifies how data on human subjects will be handled to preserve confidentiality. The contractor shall submit these materials to the COR electronically in a Microsoft Word-compatible format.

3.4 Final Data Collection Protocols and Procedures Manual:

Within two (2) weeks of receiving the COR’s feedback on the draft protocols and manual, the contractor shall submit to the COR final draft data collection protocols and a final procedures manual that incorporate the COR’s comments.

3.5 Draft Data Management and Analysis Plans:

The contractor shall develop and submit draft data management and analysis plans to the COR at the same time the final evaluation plan is delivered—eight (8) weeks after the CED. [As noted, the contractor shall submit to the COR a final evaluation plan that incorporates the COR’s comments provided in Task 3.3 and expands on elements contained in the draft plan as needed within two (2) weeks of receiving COR feedback on the draft evaluation plan.] The data management plan shall include system requirements and types of data to be inputted into the system. The data analysis plan shall detail how national survey data and any new data shall be analyzed for the purpose of assessing campaign impact. The contractor shall submit the draft plans to the COR electronically in a Microsoft Word-compatible format.

3.6 Final Data Management and Analysis Plans:

Within one (1) week of receiving the COR’s…