Specifications include, but are not limited to: 1. Provide consultation on the most effective marketing strategies and effective messaging and calls to action based on industry standards and/or specific scientific evidence, for reaching and engaging with the target audience of People Who Use Drugs (PWUD) and their support systems.; 2. Develop a Strategic Communications Plan, to be approved by the Department, focused on the development of an outreach campaign to change the attitudes and behaviors of PWUD, their support systems, and the public. a. The Strategic Communications Plan shall include at a minimum: i. The plan for the OPTIONS Public Health Campaign initiative.; ii. How it fits within existing communication efforts by other Department offices.; iii. How it will leverage existing public health resources for State and national sources.; iv. How the awarded Bidder will use evidence based pretested messaging.; v. The timeline of media buys.; vi. A summary of stakeholders engaged to develop the messaging platform.; 3. Consider Maine’s populations and tailor the campaign to reach and resonate with both a general Statewide audience and specific populations disproportionately impacted by the opioid epidemic.; 4. Encourage individuals in the same location of an individual experiencing an overdose to call 911.; 5. Educate PWUD, their support networks, the public, and law enforcement personnel on The Good Samaritan Law. a. Create digital and physical resources as necessary, to be approved by the Department.; 6. Use person-first language when discussing Opioid Use Disorder and those struggling with it.; 7. Develop and implement a multi-platform public and targeted education and intervention campaign that supports the goals of reducing fatal overdoses, decreasing stigma, and connecting PWUD with harm reduction, treatment, and recovery resources.; 8. Ensure the campaign is accessible to the public and includes messaging to reach target groups of PWUD and their support systems and specifically PWUD who are also experiencing homelessness.; 9. Collaborate with community and external stakeholders to leverage existing research, materials, and resources that are evidence based and/or reflect best practices at engaging and/or changing behavior of PWUD and their support systems.; 10. Execute Department-approved advertising buys, Digital Ads, Social Media, potential streaming advertisements, and print materials.
