Specifications include, but are not limited to: Development of a robust, strategic communications plan containing necessary research, key audiences, objectives, communications (programming and execution), and evaluation Creating research mechanisms and securing benchmark data, continually measuring communications success against campaign goals and objectives, and determining how ‘the needle’ was moved during three-month and six-month periods Paid mass-media campaign reaching a majority of Utahns throughout the state Earned media and public relations campaign featuring interviews and storytelling by Utah civic and business leaders Help identify new partnerships and build upon existing connections with Utah organizations and professional associations related to the campaign goals and objectives Social media content development, curation and toolkit development and distribution to partners A paid social media campaign A call for and curation of statewide success stories demonstrating how Utahns adapt, innovate and overcome pandemic challenges