SERVICES DE MARKETING SOCIAL, SANTÉ ENVIRONNEMENTALE

Notice of Proposed Procurement (NPP)
Solicitation #: 1000184452 Closing Date: November 7, 2016 Time: 2PM EST
This requirement is for the department of Health Canada.
Title: SOCIAL MARKETING SERVICES, ENVIRONMENTAL HEALTH
Background:
Environmental Health
The term environmental health is often not recognized and/or misunderstood. Environmental health refers to the connection between the environments in which we live and human health, particularly with regard to contaminants of concern, and the risk they can pose to Canadians.
Within, Health Canada’s (HC) Healthy Environments and Consumer Safety Branch there are a number of federal mandates that fall under the scope of environmental health. Each group operates within their goals and objectives respective to their specific issue and develops their own unique tools relevant to their topic and target audience.
This provides some unique challenges for developing streamlined messaging, as the messages are not “owned” by one individual program, yet share commonalities relevant to Canadians’ needs for maintaining an environmentally healthy home.
Working in collaboration to identify and develop streamlined messaging will be essential to the success of the campaign.
Hazardcheck
Launched in 2010, Hazardcheck is a flagship environmental health publication for the Government of Canada, modelled on Canada's Food Guide. The target audience is ages 24-65 with a focus on parents of young children. Hazardcheck focuses on environmental health risks found in the home (lead, radon, mould, carbon monoxide, consumer products and household chemicals) and includes simple protective actions. Over 800,000 copies have been distributed to date (as of Feb 2014).
A marketing campaign for Hazardcheck was initiated using print (magazine and newspaper), radio and digital advertising (web banner, Google Adworks buy), and out-of-home advertising (digital billboards). Over the span of three years, Hazardcheck was provided to approximately 200,000 customers at in-store events across Canada. A group of pre and post-natal magazines containing the Hazardcheck guide, such as Parents Canada, were distributed in doctor’s offices, prenatal classes, and hospitals. Guides were also developed and tailored to address Seniors, First Nations, and Inuit Populations.
In addition to the Hazardcheck publication, a virtual house tour was developed as an interactive tool that allows users to go from room to room to learn more about the potential hazards they may find in their home. This tool is available online: http://www.healthycanadians.gc.ca/healthy-living-vie-…
In partnership with other programs within HC’s Safe Environments Directorate, as well as others in the Health Portfolio, this was the first initiative that brought multiple partners together to look at issues related to environmental health more broadly.
The Chemicals Management Plan (CMP)
The CMP is a major horizontal initiative that is jointly managed by HC and Environment and Climate Change Canada (ECCC) aimed at reducing the risks posed by chemicals to Canadians and their environment. The CMP builds on previous initiatives by assessing chemicals used in Canada and by taking action on chemicals found to be harmful. The CMP was launched in 2006 and will continue until 2020. Program evaluations for CMP I (2011) and CMP II (2015) indicated there is a need for increased public outreach, and called for research to better understand Canadians’ information needs.
In addition to the CMP, the government approved the Action Plan to Protect Human Health from Environmental Contaminants in 2008. A key objective of the Action Plan is to raise awareness of the risks associated with environmental contaminants and actions Canadians can take to reduce their exposure. The Action Plan was intended to support the CMP by expanding the reach of information available to Canadians.
The objectives of the CMP’s Public Outreach are:

To motivate and enable Canadians to take action to protect their health from potential risks from chemicals and how to avoid or minimize those risks;
To build public confidence and help to ensure that Canadians are informed of program findings; and
To raise the visibility and understanding of the CMP and why it matters to Canadians at a household level.Public Outreach – Five Year Strategy

HC is now assessing the environmental health Public Outreach approach from a broader perspective; examining what could be done differently to respond to changes in the program and changes in Canadians’ information seeking behaviour. The outcome is a five-year strategy on environmental health Public Outreach, which aims to provide Canadians with the information they need to avoid or minimize risks posed by substances of concern.
The Public Outreach Strategy includes a Social Marketing Plan which will help to streamline messaging, while reaching a targeted audience in a simple, action-oriented manner. The proposed plan is centered on the concept of the “Healthy Home”.
Ultimately the goal of the Social Marketing Plan is:
to provide Canadians with the information they need, in a clear and concise manner, and in formats they readily use, to take action on creating a healthier home
Throughout the years, public outreach has included a mix of traditional and social marketing (media outreach, publication distribution, exhibits and shows, awareness and learning events, as well as through web and social media). Although the public outreach under the CMP is well established, research has identified several drivers for change, such as:

The way Canadians are seeking information has changed;
Feedback from Stakeholders suggests a more focused simple messaging approach;
Program evaluations identified the need for increased public outreach and a better understanding of Canadians’ information needs;
Mixed messaging and competing information is available online;
The Government of Canada is committed to openness and transparency; and
Situating public outreach as a risk management tool.

Moving forward, the program has developed a five-year Public Outreach Strategy, based on four main pillars: conducting research, informing and engaging Canadians, educating and enabling key influencers and developing and leveraging partnerships. Much of Pillar 1 - Conducting research has been completed and/or is underway.
Pillar 1: Conducting Research – To better understand the information needs of Canadians and to identify best practices to inform the strategy and development of key messages/information products/tools, using multiple methods and sources.
In 2015, behavioural research was studied through an on-line panel survey (conducted by TNS Canada) of 1800 Canadians to obtain information on the environmental health habits of Canadians and their information seeking behaviours.
Results of Public Opinion Research (on-line panel survey to be conducted in the Fall) will help to inform the Social Marketing Campaign by gaining valuable insight into Canadians awareness, knowledge, and concern of environmental health issues.
Pillar 2: Informing and Engaging Canadians – To strengthen and focus information that is available to Canadians and to motivate them to take action to protect their health.
Canadians are provided useful information on chemicals and their health through a variety of publications (e.g. Hazardcheck), the web, and through The Department’s Healthy Canadians social media posts (via Twitter and Facebook).
HC’s regional offices act as the “public face” of the CMP for Health Canada, at over 70 outreach events a year, helping to raise awareness of HC’s tools, products, and information to prevent and reduce health risks associated with chemicals.
Pillar 3: Educate and Enable Key Influencers – To motivate and enable Canadians to take action to protect their health by supporting key influencers (health professionals, community outreach workers, bloggers).
Based on Health Canada’s materials, the Chemical Awareness Learning Modules (CALM) was developed as a learning tool to help trusted intermediaries (such as, health care professionals, community outreach workers, early childhood educators, frontline service providers) to increase awareness and understanding of the CMP, the risks and safer use of chemicals and how to protect vulnerable populations. Additional modules are being tailored for specific populations, including First Nations and Seniors.
Public outreach is further facilitated though the media, including Fifth Story.
Pillar 4: Developing and Leveraging Partnerships – To leverage the reputation, influence, and resources of existing and new partners to expand reach, establish new networks, and increase cross-promotion.
Health Canada works with various stakeholders to help build capacity and promote its messaging. Partners range from other levels of government, NGO’s, academia, and national indigenous organizations.
The development of new and existing partnerships (e.g. NGO’s, community outreach, healthcare professionals, etc.) is vital to the success of the program.
Target Audience
The primary audience for the Social Marketing Strategy is parents and caregivers of children aged 0-6, with the overarching goal of increasing their behaviours to maintain a healthy home that minimizes the risks posed by substances of concern. Parents of young children are likely to take action on chemical hazards and have unique concerns when it comes to environmental health hazards in their home. In particular, parents of young children are more concerned about the safety of products they bring into their home, such as kitchen and bathroom cleaners. They are also more likely to consider these the biggest threats in their homes and tend to be more cautious, diligent and/or aware.
Secondary audiences may include early childhood educators, school teachers, as well medical professionals, and other care givers.
Scope:
Task
PHASE I
Review HC’s research and background information, such as:

Existing products/tools
Behavioural research
Public Opinion Research – Online panel survey to be completed this Fall
Social Marketing Strategy

Finalize Work plan outlining tasks, timelines, and responsibilities
Conduct key informant interviews (either by phone or in-person) with HC Partners*, HC Regional offices, and other identified sources to seek input on current products and activities and way forward to gather intel to inform top/priority issues and key messages.
Hold one in-person group meeting (to be held in Ottawa) with key informants to discuss key issues and messaging.
*HC Partners: Consumer and Product Safety Directorate (CPSD), Environmental and Radiation Health Sciences Directorate (ERHSD), Water and Air Quality Bureau (WAQB), Pest Management Regulatory Agency (PMRA), Health Products and Food Branch (HPFB), Natural Health Products Directorate (NHPD), Public Health Agency of Canada (PHAC), First Nations and Inuit Health Branch (FNIHB)
Develop a Social Marketing Campaign which will include the following:

Identification of key environmental health issues. Why are the issues important? Why should Canadians take action?
Development of key messages
Brand development to demonstrate new/revitalized look/feel and value. Please provide three design options.
Product/Tool identification - What products and/or tools should be developed under this Strategy? (e.g. brochure, guide, magnet, interactive displays, infographic, phone app, game, etc.)
A plan for evaluating the campaign, including indicators for performance measurement (how will we know if the campaign is a success?)

Consult with HC to ensure Campaign plan is on-track and aligned with HC messaging.
Development/design of mock-up products/tools
Provide mock up materials and advice to inform Focus Group Testing** of messaging, brand, product/tool development and identification. Testing would also include any visual mock-ups for comment and review.
**Focus Group Testing to be completed under separate contract by Market Research Firm. Materials/tools to be submitted to Social Marketing Firm.
Where possible attend one to two Focus Group sessions as an observer.
Review and incorporate findings from Focus Group sessions.
HC Partner Consultation to seek input/feedback on brand development, messaging, mock-up products/tools etc.
Prepare Campaign Report which will include:

Key issues, messaging, branding
Product/tool identification
Three visual concepts
Provide recommendation/rational for selected approach

PHASE II (Option Year 1)
After HC approvals, design and produce products and tools
Pilot test campaign (e.g. an HC’s Regional Offices)
Seek feedback from pilot and integrate recommendations as necessary
Production of final Social Marketing Campaign plan, including, products/tools as well as recommendations for their use.
Estimated Value:
The total value of the contract emanating from this RFP shall not exceed $150,000.00, of which the initial contract period must not exceed $60,000.00 and option period must not exceed $90,000.00, including travel and living expenses and all applicable taxes.
Ownership of Intellectual Property:
Canada will own Intellectual Property Rights.
Security Requirement:
There is no security associated with this requirement.
Mandatory Requirements:
MT1. Corporate Profile and Project Summaries
The Bidder MUST provide a company profile and résumé demonstrating the Bidder's knowledge and experience in providing Social Marketing Services.
At a minimum, the Bidder MUST include within the company profile:

The full legal name of the entity submitting the Proposal and identification of the Bidder's proposed Team (i.e. parties to the Proposal, including, as applicable, all joint venture or consortia members, partners or subcontractors); and
A written description indicating the Bidder’s capabilities as a firm, and the extent of the Bidder’s experience in the provision of Social Marketing Services.

c) The Bidder MUST provide three (3) written project summaries describing in detail the Bidder's current/previous experience in successfully providing Social Marketing Services, as described in the RFP. Projects MUST have taken place during the past ten (10) years.
At least one (1) of the three (3) submitted project summaries MUST demonstrate experience in developing a national awareness social marketing campaign designed to influence behaviour change.
The proposed: Project Manager resource, and the Social Marketing Expert resource, MUST have been directly involved in at least one (1) of the three (3)
Project Summaries submitted.
Within each project summary provided, the Bidder MUST indicate (a-g):

a brief description of the type and scope of services provided (such as, message development, brand development, product/tool identification, outcome, and evaluation);
a brief description of the role the Bidder played in providing services (was the Bidder the Prime or a sub-Contractor on the project);
the dates/duration of the project;
the $ value of the project (to the Bidder);
the extent to which these services were provided on-time, on-budget and in accordance with the established project objectives; and
the name, address, telephone number and e-mail address of the client reference to whom the Bidder reported.

Note 1: HC reserves the right to contact the named client project authorities for the purpose of verifying the accuracy and veracity of the information provided in the Bidder’s Proposal. Should HC choose to contact the project authorities and should one (1) or more named client project authorities provide a negative reference regarding the accuracy or veracity of the Bidder’s Proposal, the Proposal will be deemed non-compliant and given no further consideration.
Failure to provide all of the above information with respect to each cited project summary will render the Bidder’s Proposal non-compliant.
MT2. Resource Experience
The Bidder MUST provide evidence that it possesses qualified human resource(s) capable of providing Social Marketing Services that are relevant to the Statement of Work.
At a minimum the Bidder MUST name one of each of the following resources and ensure that each Resource meets the minimum qualifications as listed below.
2.1 Project Manager
Minimum Resource Requirements for the Project Manager Resource:
Undergraduate Degree in an applicable field such as:
Business/Marketing/Communications/Social Sciences
Minimum of 5 years of project management experience in the field of social marketing.
2.2 Social Marketing Expert
Minimum Resource Requirements for the Social Marketing Expert Resource:
Undergraduate degree in an applicable field such as:
Business/Marketing/Communication/Social Sciences

Minimum of 7 years of social marketing research experience;
Minimum of 7 years developing and implementing marketing campaign strategies designed for a national audience, soliciting partnerships, medium-to-large scale event planning within the last 10 years.

One (1) named resource may be proposed for both resource categories. However, the proposed resource's C.V. MUST demonstrate that the proposed resource meets all of HC's minimum qualification requirements for each of Resource Category(ies) in which they are proposed, as described in the Contractor Resource Requirements.
CVs should include:
The name of the proposed resource and the Resource Categories for which they are being proposed;

The proposed resource's position within the Bidder's organization;
Descriptions of relevant project experience (including years/months of engagement);
Chronological work experience (indicated in years/months); and
A detailed listing of relevant academic and professional attainments of the proposed resource in relation to HC's requirements as defined within the RFP. All formal training should be listed by the title and duration (indicated in days/months) of the course.

Note 1: It is the sole responsibility of the Bidder to ensure that submitted CV's are sufficiently detailed to enable a full evaluation of proposed resources. Failure to provide sufficient information may render the Proposal non-compliant and the Proposal will be given no further consideration.
Note 2: Proposed resources will be evaluated against the stated minimum qualifications for the Resource Category (ies) for which they are proposed.
Selection Methodology:
For each responsive bid, the technical merit score and the pricing score will be added to determine its total combined score. The responsive bid with the highest combined rating of technical merit and price will be recommended for award of a contract. If two (2) or more responsive bids have the same combined total score, the responsive bid with the lowest evaluated price will be recommended for contract award.
To determine the overall score obtained by a bidder, the following weighting will be used to establish the technical and financial score:
Technical weighting: 70%
Price weighting: 30%
Technical score = Bidder’s technical points x 70%
Maximum points
Financial score = Lowest priced bid x 30%
Bidder’s total evaluated price
Total score = Technical score + Financial score
Enquiries regarding this Request for Proposals are to be submitted in writing to:
Name of the Contracting Authority: Yvonne Murphy
E-mail address: y••••••••@•••••.••.ca