County of San Diego, Health and Human Services Agency, Aging & Independence Services (AIS)
Attached is a RFP from County of San Diego Department of Health and Human Services requesting media consulting services. The County of San Diego, Health and Human Services Agency, Aging & Independence Services (AIS) launched
an awareness campaign in Fiscal Year 1999-2000 for its Adult Protective Services Program. The overarching objectives of that campaign were: (1) To generate awareness of elder abuse; (2) to inform the public of where to call to report
elder abuse; (3) to reach key population segments across the county, with an emphasis on referrals, and; (3) to create a maximum impact in the shortest timeframe. As a result of new legislation and funding, the County is seeking to
broaden its outreach approach to include additionally identified mandated reporters of elder financial and other elder abuse as well as build upon its existing education effort regarding the protection and advocacy for older and disabled
adults.
The strategies to achieve these and other identified objectives include presenting a message that is simple and easily understood by the target population while prominently featuring the AIS name and a toll-free (1/800) phone number,
capturing the audience with a bold and creative visual, educating the audience regarding the main types of elder abuse, and translating the message to other languages. A variety of media tactics are utilized to implement these strategies,
including, but not limited to: movie theater slides, television, AIS vehicles, and posters, radio and newspaper advertisements.
The purpose of this RFP is to assist Aging & Independence Services (AIS) meet its need for the development and execution of media and marketing campaigns focused on increasing awareness among individuals and families, caregivers,
key community organizations, and mandated and non-mandated elder abuse reporters regarding AIS services and programs. This shall be accomplished as follows: a) through the provision of marketing analysis and consultation services;
and b) through the provision of marketing and media production materials.
