Mass Media Services
The Agency shall utilize Mass Media Services as a strategy to reach target populations to reduce underage drinking and other drug use; reduce impaired driving; and reduce prescription and over-the counter drug abuse. Mass Media Services will be one component of a comprehensive community-based approach. In the literature, there is a litany of studies that demonstrate the
efficacy mass media campaigns and their effectiveness in reducing impaired driving, helping youth make better decisions about health risks they face and more. Contractor shall have expertise from an advertising agency to develop prevention messages (i.e.: creative) for bus advertisements, billboards, posters and other print materials. These campaigns will be carefully planned, well executed, attain adequate audience exposure. ADEPT will act as the liaison between the County, and the bus side/billboard vendors and ensure that the prevention messages are delivered to target audiences, with maximizing the outreach capabilities.
