Justification - VHA OSP Donated Media Assets
Awarded Limited / Sole Source Justification Posted
- Solicitation number
- 36C10X26P0035
- Agency
-
VA Strategic Acquisition Center Frederick
Headquarters, Department of Veterans Affairs
- Set-aside
- No set-aside
Opportunity facts
- Contract number
- 36C10X26P0035 Federal contract award
- Awardee
- The Advertising Council Inc.
- NAICS code
- 541810 Advertising Agencies
- PSC
- R701 Support- Management: Advertising
- Place of performance
- United States
- Points of contact
Notice details come from SAM.gov. Updated .
About this opportunity
The Department of Veterans Affairs Strategic Acquisition Center Frederick intends to award a sole-source contract to The Advertising Council, Inc. for developing, implementing, and evaluating a national donated-media public service campaign focused on Veteran suicide prevention, under a sole-source justification.
The VA cites Ad Council as the only responsible source capable of meeting mandatory requirements due to its unique, established large-scale national donated-media infrastructure; longstanding federal public-service campaign experience; pre-existing strategic partnerships across all 210 U.S. media markets; demonstrated ability to secure over $1 billion in donated media annually; validated evidence-based campaign measurement frameworks; and nonprofit operational structure enabling incremental donated support unavailable from commercial vendors. Market research of small business options using NAICS code 541810 identified 26 firms in GSA eLibrary but none demonstrated the required capabilities. Two sources, Zayam Design and High Scale Inc., expressed written interest following the Notice of Intent to Sole Source posted on SAM.gov on July 30, 2026.
The base contract period runs from September 28, 2026, to September 27, 2027, with two optional 12-month extension periods. Campaign activities include executing a national campaign utilizing donated media across television, radio, print, outdoor, digital, social media, mobile, and website development; applying audience and message segmentation best practices; monitoring performance and collecting formative data; and managing multi-million-dollar donated media distribution through the national network. Performance takes place in New York, NY. The statutory authority cited is 41 U.S.C. 1901 and 10 U.S.C. 3204(a)(1), implemented through Revolutionary FAR Overhaul Subpart 12.201-1.
Notice text
See attachment for details.
Awarded contract 36C10X26P0035 to unknown vendor for unknown amount on 2026-09-16.
Files
| File | Type | Posted |
|---|---|---|
| JA - Donated Media_FE - Redacted.pdf |
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