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Biltz, Berta
1
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From: Kristin.Fmncini@!portemovelli.com
Sent: Thursday, September 22,2005 10:58 AM 1
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To:
Cc:
Subject
Bilk, Berta
LWotycha@PorterNovelli.com; TStout@porternovelli.com
-

FW: ~ & u e s tforblidification to older No. 200-2004-F-09877

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Attachments: NBHC (22-3 work plan and budget- Final.doc
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Hello-Berta,
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Per Annie Forsythe. I wanted f6hyad@ along to you the mi&fi&tikn request w ~ ~ i d - s " ~ i .-
--e Id ~ . T
- scmu'ch
& r. i ' ~
.

for your assistance.

LI------n----n----------
....

Kristin Franani
Vice President
Porter Novelli
1909 K Street, NW, 4th Floor
Washington, DC 20006
202973-1388 office
2021973-5858 fax u..

202B52-4806 cell 4:.

-- Porter Novelli
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Many Minds. Singular Results.

-Forwarded by W --'me...
n ~~ncinVbC~AIPorter~ovelli
-..
on 09R2R005 1O:lB AM
..'>
- -.
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b u n Wotyth.IDCMAIPotterNovelll
Rbush@cde.gov
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a Tracy StouVDCMAlPorterNoveIll~pnl.M s t M -' a-

07/27/2005 01:13 PM
FrananVDCMorterN0~8lll@pnl
..... .
.-. .- Subject Request for ModlficaUonto Order No. 200-2004-F-09877

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Dear Ms. Bush,
1
Attached, please find a memo containing a request for modification to Order No. 200-2004-F-09877. Porter
Novelli is proposing a reallocation of funds among several tasks with no additional funding required. We are also
.. .re,~.esting a no-st extension of the contract. ..
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I
If you have any questions or require additional information, please call me at (202) 973-5866. 1 :forward to
discussing the above with you.

Sincerely,

Laura Wolycha
Contmcts Administrator
Porter Novelli
1909 K Street, NW, 4th Floor
Washington, DC 20006
 (202) 973-5866
(202) 973-5858 fax

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Porter Novelli
Many Minds. Singular Results.
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1
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This email is intended only for the person or entity to whlch 1
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it is addressed and may contain information that is privileged, I
confidential or otherwise protected from disclosure. 1
iss semi nation, distribution or copying of this e-mail or the
I
information herein by anyone other thanshe intended recipient,
or an employee or agent responsible for delivering the message..
-to the _intended- recipient, is prohibited.:--If you have received
!
I
*
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. . .
-#is' e-mail i.; error.-orwould E k e not to receive future
emails from Porter Novelli, please immediately -notify ug byu*--:- - - .
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.?F -- #
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. . . . . ...
forwardiilg this eriiail E o ~ o ~ f ~ a s t e r @ ~ o r t e r ~ o v ecom.
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 3 b i d
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AMENDMENT OF SOLlClTATlONlMoulFlCATlON OF CONTRACT
I
I 1 COF .T ID CODE
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PAGE 0'
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PAGES
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2. AMENDMENTlMODlFlCATlON NO. 3. EFFECTIVE DATE 4. REQUISmONPURCHASE REQ. NO. 5. PROJECT NO (If applmbk)
00001
I
09/21/2005
I
1I
6. ISSUED BY cow 2538 1 7. ADMINISTERED BY (/fotherthan /tern 6) CODE I
Centers for Disease Control and Prevention
(PGO)
Acquisition 6 Assistance Branch B
2920 Brandpine Road
Atlanta, GA 30341-5539
I I
8 NAME AND ADDRESS OF CONTRACTOR (NO., sbwt county, %to and ZIP Code) (4 9A AMENDMENT OF SOLICITATION NO
Porter Novelli -.
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1909 K St NW I
BB DATED (See Itern 7 1) I
Washington, DC 20006- I

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1OA. MODIFICATIONOF CONTRACTIORDER NO.

rlrr -* - s =
= --

''
200-2004-F-098771
I~BDATED (See !tern-
- 13) j; ' -
CODE 6-1 I FACILITY CODE 08/25/2004
11. THlS ITEM ONLY APPI-IES TO AMENDMENTS OF SOLICITATIONS
2-

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. -

b
The above numbered solidtation is amended set forth in Item 14. The hour and date specifiedfor receipt of Ofkrs -
is extended. is not extended
Offers must acknowledge receipt of this amendment prior to the hour and date spealied in the SOTition or as amended, by one of the fol*g methods:
(a) By mnpkbng Itom 8 and 15. and n M m g -cop* dthe a d m e n : 0) B$a&nowkdghg receipt of thisamendment on each k p y of the OM
submitted;or (c) By separate letter or telegram which indudes a reference to the SokMon and amendment numbers. FAILURE Of YOUR ACKNMrVLEGMENT
TO BE RECEIVED AT THE PLACE DESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT
IN REJECTlON OF YOUR OFFER If by virtue ofthis amendment yw desire to change an offer already s u k n i , such change may be made by te!egmm or letter,
provided each telegram or letter makes &fence to the solicitation and this amendment and is received prior to the opening hour and date specified.
At

12 ACCOUNTING AND APPROPRLATION DATA (Ifq@~md) I

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i
I
13. THlS ITEM APPLIES ONLYf 0 MODIFICATIONS OF COMRACTSIORDERS,
IT MODIFIES THE CONTRACTIORDER NO. AS DESCRIBED IN ITEM 14.
A. THIS CHANGE ORDER IS I S S U E D + U R M H T T O ~ ~ c i f y a u t hTHE
~ ) CHANGES SET FORTH IN ITEM 14 ARE MADE IN THE CONTRACT ORDER-NO.-IN .
I -=
ITEM 10A. I
!
B THE ABOVE NUMBERED COHTRACT/ORDERIS MODIFIED TO REFLECT THE ADMINISTRATIVECHANGES (such as changes in paying dmy, eppropnabon date,
-
eh.) SET FORTH IN ITEM 14, PURSUANT TO THE AUT~~ORTTY
OF FAR 43 103@).
C THlS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORITY OF
nm
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0 OTHER (Spea3/ type of modtficabon and authonty)
i
= :s =
Per Mutual agre6rnent of the parties
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E. IMPORTANT: Contractor m ' i s not,

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il

fl is required to sign this document and return ocopies to theissoing?fker- -

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14 DESCRIPTION OF AMENDMENT/MODIFICATION(Organized by UCF.secIion headings, induding s o l i c j i a t i o ~ n m c tsubject metier where baslble.)
Modification No. 1 extends the period of performance from September 30, 2005 to ~ecember 31, 2005 at
no additional costtto the CDC.

Except as pmvaed herein, all terms and mndlona of the document referenced in Item e* or lOA, as hemtofore *anged, lxMN unchanged and in dl1force and ellea.
15A. NAME AND TrrLE OF SIGNER T y p e or print) ( 16A NAME OF CONTRACTING OFFICER

150. CONTRACTOWOFFEROR 15C. DATE SIGNED i6C. DATE SIGNED

(Signature of person authorized to slgn) d o .2005

NSN 7540-01-152-8070 STANDARD FORM 30 (REV. 10-83)
PREVIOUS EDITION UNUSABLE 30-105 ~rescri$edby GSA
FAR (48 CFR) 53.243
 ORDER FOkSUPPLlES OR SERVICES
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Il OF PAGES

IMPORTANT:Mark all packages and papers with contract andlor order numbers.
1.DATE OF ORDER 2. CONTRACT NO. (If m y ) 6. SHIP TO:
II 8

08/25/2004 GS-23F-023lN a. NAME OF CONSIGNEE

3.ORDER NO.
200-2004-F-09877
4.NCmpHp
000HCL51-2004-14858 b. STREET ADDRESS
I
5. ISSUING OFFICE (Addrarz c o n e ~ n c lo)
e
Centers for Disease Control and Prevention (PGO)
2920 Flowers Road South iI

Acquisition & Assistance Branch B 1

2920 Brandywine Road c. CRY d. STATE e. ZIP CODE
Atlanta, GA 30341-5539 Atlanta GA ! 30341-
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7 TO: .. . 1. SHIP VIA \
a. NAME OF CONTRACTOR
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Porter Novelli 8. TYPE OF ORDER I
b. COMPANY NAME
.-* n a. PURCHASE I TXI b. DEL&RY
Except fa wing PrrtnrtDm 0" the
--.- F i k a furnish @ie(bllowinp on the t m rsvcrse. this dellivey order is subjed to
u.02Lit.:
-m--
'
and amdltiwrr spedid m -both ~ ~ . eW i ~ ?*Wy - 9 0
e. STATE this order and on the attachedsMef If ofthlrfomand ~ ~ O e d S ~ b j e d b t h e
f. ZIP CODE
. . any, induding debvery as ind~gted. - a t i o n s.oi -the-above
Washington DC 20006- numbered mntiad. .-- -
.

I I I I
9. ACCOUNTING AND APPROPRIATION DATA 10. REMllSrrlONlNG OFFICE
1
See Section B CDC/NCCDPHP I
11. BUSINESS CLASSIFICATION (Check approptiate boxfes))
a. SMALL h OTHER TH4N SMALL c DISADVANTAGED n d. WMEKOWNED1
I

1 2 F.O.B. POINT 14. GOVERNMENT Bn NO. 15. DELIVER TO F.O.B. POINT 16. DlSCOUrJT TERMS
U
4 OR BEFORE (Dele)
Destination
13. PLACE OF .J
. N/A 09/30/2005 Net 30 days
i
a INSPECTION b. ACCEPTANCE A -\\

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17. SCHEDULE (See m v m for ReiecUansl

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!
ITEM NO. SUPPLIES OR SERVICES QWNT~TY UNIT QW~N
-.-.A% ORDERED PRICE !CCEPTED . .... - . .
(a) .4z-wa.,z.
(c) 1rl\ (e) '9 (a)
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"See Continuation Page' I
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- 18. SHIPPING POW1 1 10. GROSS SHIPPINGWEIGHT 20.INVOICE NO.

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I : - --I 17(h) TOT.
21. MAIL INVOICE TO: $454,4,37.62 4 (ConL
SEE BILLING
'NSTRUCT'oNs
a. NAME
'CDC Financial Management Off ice
I P.B@S)

ON
REVERSE b. STREET ADDRESS (wP.0. &X) 1
12 Executive Park Dr. '?(I)
e. ZIP CODE
I GRAND
C. CITY d. STATE $454,437.62 ~ 0 1 ~
Atlanta n A
GA 30329 I
n.NAME ( T Y P ~ ~ J ,
22. UNITED STATES Susan B. Kiddoo I
I
OF AMERICA (Signature)
TITLE:CONTRACTINGIORDERING OFFICER
NSN 7%W1-152-8083 opnoIJfi FORM 347 (REV. (VBS)
PREVIOUS EDITION NOT USABLE Rsscrlbed by G W A R 4 8 CFR 5321Xe)
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SECTION B SUPPLIES OR SERVICES AND PRICESICOSTS 1
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Provide evaluation and maintenance of the national bone health campaign to the Centers for Disease control and
Prevention, National Center for Chronic Disease Prevention and Health Promotion, Division of Nutrition and
Physical Activity in accordance with the Statement of Work and proposal by Porter Novelli, Inc: dated J,dy 16,2004
II
ITEM SUPPLIES / SERVICES .. Qn1 T rn D D T ~I cv7.f;M"FnPRICE
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OOO1 Monthtly Activity Monitoring Report 1 Job I
Line(s) of Accounting: !
921000625132004
75.4 pn*- .
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0002 One-),-
web'site. - .- ror.-updates to the girls'
r AU
.
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I Line(s) of Accounting:

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G h e parents'
web site.
Line(s) of Accounting:
9210006 2513 2004
75 4 WAt,

1 Job
prograrrxmm for upload and storage
Line(s) of Accounting:
92?biJrdP2f13'-
75 4 OQA=

7
0006

"
Line(~)Of Accounting:
9210006 2513 2004
75 4 on'-
112Y2.
One-ye-
.-,-
1,' , v;
,,.UMUULI~

parents' web site.

Line(s) of Accounting:
921000625132004
plan tor the
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1 Job

75 4 0-2

-.: -
-- ;7.-
>nthe history ( 1 Job
of the campaign's first five year
Line(s) of Accounting:
921000625132004
75400" ,
112Y2 i71'
0008 Draft o- -,, .,. .
on the history 1 Job
of the campaing's fmt five years.
 / Page 3 of 8
Line@)of Accounting: I I
92 10006 25 13 2004
75 4 OQA? .
112Y2 : ;? "i
'./
009 Final re. . - a i s 1 Job
five years .- -
Line(s) of Accounting:
92 10006 25 13 2004 .. ..

75 4 Pa"' i

1 12Y2 I? 2'
1.1

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0010 Two dr-. ru~lcrcs
peer reviewed journal
ror submission to .\ l Job

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. : Line(s) of Accounting: - -
-.z
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..?--;----.-
~

.- --9210006 25 13 2004 ,

.. - - . . .- -. .
75 4 OQA? . ; :- :>-
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112y2
Two fin
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ission to 1 job^
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peer reviewed journal
Line(s) of Accounting:
92 10006 25 13 2004
75 4 0943
1 112y2: 1.
L,, . . L
TOTAL

1. The following key Gevwment Personnel are provided for this Task Order:
\kt
PROJECT OFFICER: Ann Forsythe
~rmail:AForsvthe~cdc.eov
Tel.: 770-488-6032
.4*-**.- -.-../> Fax: 770-488-6500

2. This is a Firm-Fired price t u k order in accordance with the terms and conditi~nsof ~ , S. A
Contract No. GS-23F-023 1N and the Other Pertinent Requirements provided in the SOW.
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 STATEMENT OF WORK
EVALUATION AND MAINTENANCE OF
THE NATIONAL BONE HEALTH CAMPAIGN
- - -
I. PURPOSE .. 1
To maintain and continue the cwent actikties of the National Bone Health Campaign W H ~ ) , and to
compile, analyze and report on the campaign's activities to date. Tasks will include minor materials - . .
, updates to existing web sites for gtrls and their parents, promotion of the campaign, analysis of quantitative
and qualitative data previously collected for the campaign, and compilation of a summary rep& of the
I
findings to be used for future planning.
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- . n. :.-BACKGROUND -
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. . . - bone health in girls 9-12 yeids-old, and- ,
C*a multi-year natimal c w a i g n to proi&te optimal
thus reduce their risk of o?k$poro,$s later in life. Thi goal is to educa~ana~~coGage~~r1ijdd~s&fiish~ . . --
.
---
lifelong healthy habits, especialjy increased calcium consumption and physical activity to biild and ' .-- .
. .-
maintain strong bones. The campaign was started as a partnership among the Department of Health & -.

Human Services' Office of women's Health (OWH), the Centers for Disease Control and Retention
(CDC), and the National Osteoporosis Foundation (NOF). This communication and marketing campaign
has included: paid print and radio advehsements for girls and parents; participation in the 200 1 Radio
Disney Live Tour; a fun educational web site for girls (www.cdc.eov/~owerfu1bones);collate$ pieces for
girls and parents; a web site for parents (www.cdc.aov/~owexfulbone%arents); and leveraging of third
I
party stakeholders. 1
I

I
III. SCOPEOFw'& I
Proposals are sought for activities to maintain current campaign efforts: 1) minor updates to the existhg
girls and parents web sites, and staffing responsibilities for maintaining the campaign's presede through
, development and implementation of a promotion pian for the
distribution and p r ~ o n . o f . p t e r i a l s2) .- -- .-
parents web site, 3) development of a summary report on the first 5 years of the campaign, andl 4) analysis
of an exlstmg quanhtatwe data set and reportmg of the results in two journal arhcles. More spkcifically

.+:-
CDC requests: ..
.%-
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Make minor changes to the gtrls and parents web site to keep the sites fresh during the nexi year while
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the nextphase of the campaign is planned. These updates could be minor changes in appearance to the ..-- .
----- .- opening pages, or updates to specific sections with- new @formation. The web site wilE-physically
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remixi on CDC servers.
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Plan for, oversee i d monitor the distribution of existing print materials for girls aged 9-12 and
parents. Distribution should be implemented using a combination of the CDC warehouse $nd the .

F e d q l Consumer Information Center. The print materials might include re-prints of a popular journal
for grls, calendars, place mats, or other previously developed campaign materials. i
Develop and implement a promotion plan for the newly launched parent web site. The plah could
include paid advertising, leverapng partners or small subcontracts to reach parents of 9-12]year old
, -gtrls with information about the web site and campaign.
I
Draft a report documenting the history of the campaign to date. The campaign he--1lected a wide
range of information over the last 5 years about calcium and physical activity behaviors, y d has
,.documentedcampaign activities. This infoAation exists as data sets of surveys of girls and their
parents, focus group reports, final reports fiom sub contractors, media monitoring surnrnarj,es,web site
statistics, and phone call and meeting notes. A final report should be written to summarize'all of the
information into one report documenting the campaign's activities and findings in the first :5 years.
Conduct secondary analysis of cross-sectional survey data collected in the first phase of th1 campaign
with girls 9-1 8 years old and parents and report the results in journal article fonnat. One @cle using
 I Page 5 of 8
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this data set (on calcium consumption) is in progress under an existing contract Two additional
articles should be completed; one repadng on the physical activity data and one on a topi{ to be
determined. These should be prepared for submission as articles .to a peer reviewed journal.
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rv. TASKS TO BE P E R F O ~ D - -
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Regular communication with CDC . - .. 1
Plan, test and program updates for the girls' web site. 1
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a Develop and implement a distribution plan for existing collateral materials.
Develop and implement a promotion plan for &e parent web site. 1
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. a Plan, test and program updates for the parents' web site.
.~nJyZeexisting campaign data a&reports. 1
-Write a summary report of the history of the campaigh's first five y=----
.

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a Write two articles-forsubmission to peer reviewed journals. -- - - Is~~- . . -- ..
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V. GOVERPMENI.PROVIDEDMATERIALS ' --

Project staff fiorn the CDC will provide access to existing data sets, reports and campaign actijties for use
as background infonnatfsph the completion of these tasks.
- VI. PERIOD OF PERFORMANCE
I
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The period of perfemradcrrhdtcommence on the date of the receipt of the purchase order and last
through September 30,2005. 1
 I
VIII. PAYMENT TERMS I1

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Payment will be made on the basis offhpfmed price upon delivery and acceptance by CDC df the lme
items on the task order and deliverables provided the vendor submits a properly executed mvolce to CDC.
?

, . OTHER PERTINENT REQUIREMENTS

I

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1. INFORMATION SECURITY PLAN* !

- - The cantractor shall p r e p s and maintain an information security which promotes --

- --,-in?ormation protection and=systemssecurity appropriate to the environment in
.

rp - ti ,
~~_will
=r
executg. This p l q sbpuld address confidentiality and pri&cy, mtegrity&dbac&p of data
and systems, access, continuity of operations, and all other relevant consideratioxk. The- --
contractor is fesponsible for ensuring that the project complies with relevant f e d d l and other
junsd~chonalregulations. Before developing the secuity plan, the contractor shobd review
the consideration included in office of management and budget circular A-130, Appendlx lII
(htm://ww~.wh1teho~1se.~ov/omb/circulw/al3O/al3Oa~~endix iii.html), and F I S P
(http:Ncsrc.nist.eov/~olicies/FISMA-final,as well as other federal regulations, guidance
and donnation security standards.
I
The initial dra$ and all subsequent versions of the information security plan must be prcpared
and subrnitte'h by the contractor to the CDC contracting officer and to the CDC &ject officer,
in Microsoft Word compatible format. The contractor shall be responsible for ensluringthat
the security plan is acceptable to the CDC project officer, as well as any subsequeht federal
revlew=&,g., wter andlor CDC information security officers, HHS officials, 0;MB -
officials, etc.). Comments shall be conveyed to the contractor by the project officer andlor the
contracting officer.
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The project officer and the contracting officer will review the draft security plan and an
==

subsequen_tversions and submit ~comrnendahons~comments to the contractor wthin 14

working days after receipt. The contractor shall incorporate the project officer's /
- )-.- ,
iecommendations and submit paper and electronic copies of the security plan te the
contracting officer and to the project officer wi6m five working days after-rer;eipfo&e.
project officer's comments. 7
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In addition to developing and maintaining a security plan as described above, the contractor
shall be responsible for continuously assessing and assunng information security for the
project and for updating the security plan as needed throughout the duration of the! contract.
I
. =. - 2. INFORMATION SECURITY TRAINING
-.--.+ -

The contractor shall be responsible for ensuring that all contractor employees recewe
employment screening and information secunty training appropriate to their respohbillhes,
prior to the start of their work on the contract. This would be provided at the conthctor's
expense and would be the contractor's responsibility to plan and arrange. I

CDC is not required to grant the contractor access to the CDC information technology
resources (e.g., computers, network, email, etc.) If CDC were to agree to grant the contractor,
or any of its employees, access to the CDC information technology resources at ariy point in I
 1
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Page 7 of 8

time, it would be the contractor's responsibility to ensure that all of its employees to be
granted such access complete any additional required mformation security coursesithat CDC
specifies prior to gaining or utilizing such access. It would also be the contractor's
responsibility to ensure that such employees have met any other CDC and federal 1
requirements, such as, for example, completion of background checks, before gaining or
utilizing access to CDC information technology resources. I
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3. NON DISCLOSURE i
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The contmctor and any subcontracton-qr exnployees are forbidden from sharing dytechnical
or logstical information they gain in conjunction with matters related to this condct which
- information systems-
. .
..- gr infomtiop security of CDC or its employees, prdjects, or --
... could jeopardize the physicd
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The federal gdiernxnent and CDC now require (with . ~interim

e exceptions) that d
cextification and accreditation ( U A ) process be completed before any new i n f o e t i o n
technology systems can go onlme. Therefore, task orders, grant announcements, +d contracts
should take into account and make reference to this new requirement, as should al1)project
planning which may involve such systems. Note that certification and accreditation for some
projects is very involved and can take months. . ' I I
I
.a'

5. PRINTING &D FILE STORAGE I

1
Electronic pre-press files fvmished for printing must be created using Mac OS system 8.0 or
later or Microsoft Windows wlWin95, Win 2000, NT4.0 on a single session Recoreble CD or
ZIP d i ~ ' ~ i n ~ ' t k f e f o 1 l o wsoftware:
ing Page Layout- Adobe InDesign or QuarkX$ess; '-
DrawinglIIlus- Adobe Illustrator - Image Manipulation: Photoshop. Note: Contractor must use
s o h e in corrected native format, latest version, and without third paqty,extensijjslplu2ins.
Also, media must include all fonts used. In addition to CDIZIP, contractor must furnishlaser
print (in color as required) hard copy of final file. Additional guidelines for
creationlstrbmission of electronic prepress files for the Govenunent can be found at
1
trttp:llwww.m.~ovh0~~~ement~ditsp;/3f . I

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- 6.
- -
PRO&&NTS
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INVOLVING
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SUBJECTS
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. . A separate Single Assurance will be required of each subcontractor or cooperating'institution

having immediate responsibility for human subjects involved in the performance of the
contract, unless the prime contmctor holds a Multiple Institutional Assurance (PHSAR

' ;,>, >+.- -

380.104).
-. - . 1. . .

7. BSR 352.270-8 PROTECIION OF HUMAN SUBJECTS (JAN.20iiT

(a) The Contractor agrees that the rights and welfare of human subjects involved in research
1
under t h ~ contract
s shall be protected in accordance with 45 CFR Part 46 and with ithe
Contractor's current Assurance of Compliance on file with the Office for Protection fiom
Research Risks (OPRR), National Institutes of Health (NIH). The Contractor ~ j e agrees r to
provide certification at least annually that the institutional Review Board has reviewed and
approved the procedures, which involve human subjects inaccordance with 45 cF@ Part 46
I
 Page 8 of 8

and the Assurance of Compliance.

i
(b) The Contractor shall bear full responsibility for the performance of all word and
-
services mvolving the use of human subjects under this contract in a proper mannh and as
safely as is feasible. The parties hereto agree that the Contractor retains the right td control and
direct the performance of all work under this contract. Nothing in this contract shall be deemed
to constitute the Contractor or any subcontractor, agent or employee of the ~ontrahtor,or any
other person, organinbon, insbtution, or group of any land whatsoever, as the agent or
employee of the Government. The Contractor agrees that it has entered mto this c+tract and

-
will discharge its obligabons, duties, and undertakings and the work pursuant thereto, whether
requiring professional judgement or olhnwise, as an independent contractor without i m p u t ~ ~ g

-- -- -
. - - --
licbility on the part of theovernment for the acts of the Contractor or its employees.
I
(c) If at any time-duringthe performanceof thls contract: th~€%ntractingo- c e r e r e r
--
.-
@

-'SC

dettrmines, in con&liH'tion with the OPRR, NIH,that the Contractor is not m co&%anci wth - ---
any of the requirements andlor standards stated in paragraphs (a) and (b) above, thk
Contracting dfficer may immediately suspend, in whole or in part, work and firrther payments
under this contract until the Contractor corrects the noncompliance. Notice of the suspension
may be communicatedby telephone and confirmed in wnting. If the Contractor fails to
complete corrective action within the period of time designated in the ~ontracting/~ficer's
written notice of suspension, the Contracting Officer may, in consultation with ORRR, NIH,
terminate this contract in a whole or in part, and the Contractor's name may be removed form
the list of w s e contractors with approved Health and Human Services Human Subject
Assurances. *'
(End of clausg)
 i i
I1
1. CONTRACT ID C.3 PAGE OF PAGES
AMENDMENT OF SOUCITATIONIMODlflC..tbN OF CONTRACT
2 AMENDMENTNODIFlCATlON NO. 3. EFFECTIVE DATE
(! 1 1 I
4 REOUISITK3NIWRCHPSEREQ. NO. 5. PROJECT NO (It b(pplrcabl@
00002 See Blk 16C I
I I
C e n t e r s f o r Disease C o n t r o l and P r e v e n t i o n
7. ADMlNlSTERED BY (If t x k O k r n /rem 6)
mF 1 2536
C e n t e r s f o r D i s e a s e C o n t r o l and P r e v e n t i o n IPGO)
Helen M i t c h e l l , C o n t r a c t S p e c i a l i s t (PGO) Acquisition&AssistanceBranchA ;
A c q u i s i t i o n & A s s i s t a n c e Branch A 2920 Brandywine Road I
2920 Brandywine Road A t l a n t a , GA 30341-5539
A t l a n t a . GA 30341-5539
I
8 NAME AND ADDRESS OF CONTRACTOR (No., strset, munly, State andUP Code) SA AMENDMENT OF SOUCITATION NO.
The Media Network Inc
I
6720 Georgia Avenue I' I 1

I I
I

BB. DATED (See #ern 11)

S i l v e r S p r i n g s , MD 20910- I

I i 10A MODIFICATION OF CONTRACT/ORDER NO.

.
Ir
- -r - -
-
A
-
-- -
X=
200-2004-F-09835 (
& T E D (*&erg
;
-

l3&' -
.- -- = r
--
- --

-CODE -t I~ A dCODE
l ~
11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLlCrrATlONS
08/31/2004
I
I
---

m ~ h abovenrrmkwedsalldtetionissmended&~~~n~tem
e 1 4 . ~ h e h o r a e n d d a t e s p e c i ~ e d t o r r e c e $ t o b ~ ~ - I s-1kmtextU.
e~,
OHers must ackmiedg.3 receipt of Ws amendment pior to the harr and data specified in the sdbkam or as amended, by om,of the fokmpg meltDbs:
(a)BycanpletlngI$ms8and15,andrebrmlng mpiesafthe~@)By~edglngrecelptaflhisamendmentmeaohm~ofIhe~
whleh tndudes a ref-
submitted; or (c) By separete Mer a U e ~ p a m b (he sdldtatlon and amendnent numbers. FAILURE OF YOUR ACKNOWLEQMENT
TO BE RECEIVED AT THE PLACE DESIQNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOUR AND DATE SPECIFIED MAY RESULT
IN RWECTKM OF YWR OFFER li by d r b of VLs clmendment yw desire to changean dfer already sub-, such change may be mahe by telegram or Leaer,
pwided each telegram a letter makes reference to the sdldtatkn and U b am- Md Is recehd pkw to the opening hour and date
12 ACCOUNTING AND APPROPRtATlON DATA ( f f q p r e d )
I
N/A I
I .-

- 13. THiS ITEM APPLIES ONLY TO MODIFICATIONSOF CONTMCTS/ORDERS, !

IT MODIFIES M E CONTRACTIORDER NO. AS DESCRIBED IN ITEM 14. I
.- .- . --.-
-
(4) A. THIS CHANGE ORDER IS ISSUED P w J O ; . @ p m r j ' Whorily) THE CHANGES SET FORTH IN E
X *EM1oA' FAR 52.232-23 - Assignment of Claims
M 14 ARE MADE IN THE CONTRACT ORDERNO. IN
- -
I
€3. THE ABOVE NUMBERED CONlBACT/ORDER IS MODlflEDTO REFLECT M E ADMlNlSTRATM CHANGES (suchms chanp;U' paying epg@ation date. ...
OF FAR 43.103@).
ah.) SET FORTH IN ITEM 14. PURSUANTTOTHE AUIH~RITY
C. THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANT TO AUTHORTY OF: 1

' I .r--

D. OTHER (Spscily lype of ~ f f and

merrtlnvlfy) .-.
..
Ref: L e t t e r f r o m EaqleBank d t d 2/24/2006 and Assignment of Claims d t d 2/15/2006 z
/
. -- -. . .
a . .
~~ ~

I .-
.-
to .- - . . .
'-, ' : ~ : 1 ~ ~ 0 d T ~ ~ ~ c 6 n t r a c tisonot,
r Is required ;o sig&is document and return
14. DESCRIPTION OF AMENDMENTIMODlFlCATlON(O-panized by U e s w heaangs, lnduding sdicitatihnlconrractSu6/'ecl maner nh8f-ek,&ble.) -
. .-.
.
!
a. Pursuant t o t h e Assignment of Claims c l a u s e , t h i s m o d i f i c a t i o n i s i s s u e d t o i n c o + o r a t e
assignment oi c l a i m s u n d e r t h e above r e f e r e n c e d c o n t r a c t . I

I
b. Moneys due o r t o become due u n d e r t h e c o n t r a c t d e s c r i b e d above h a v e been a s s i g n e d t o EagleBank,
P. 0. Box 321, 7831 Woodmont Avenue, Bethesda, MD 20814. T h e r e is n o i n c r e a s e i.n. c o s t t o the.
: 00- n t a s a r e s u l t of t h i s m o d i f i c a t i o n . - ...* - - . I I
. . >.--

c. A l l o t h e r terms and c o n d i t i o n s remain unchanged.

Except as provided herein, a! term eM oDnditim of the doaanenl referenced in nem 9A or 10A, as henlofore changed, remains unchangedand In full iorce end dlecl
15A. NAME AND TITLE OF SIGNER flype orprinl) 16A. NAME OF CONTRACTING OFFICER
I
Dale F. D e F i l i p p s I
I
!
158. CONTRACTOWOFFEROR 1%. DATE SIGNED 168. 16C. DATE SIGNED
I

(S@alum of p a m authM'zed to sign)

BY ix-/-OL
I

NSN 7540-01-152-8070 STANDARD FORM 30 (REV. 1083)

PREVIOUS EDITION UNUSABLE 30-105 Pre- by GSA
FAR (48 CfR)53243
 I
I

2 AMENDMENTlMODlRCATlONNO
OF CONTRACT
AMENDMENT OF SOLICITATIONIMC,~=~CATION I f w ')ID CODC I

; - I
I
FAOC Or
1
-AOC3
3
3 EFFECTIVE DATE 4. REQUlSmONIPURCHASE REQ. NO. 5 PROJECT NO (M applfcablej
OOOOI oe/z7/zoos
I I
1 2536
I
6. ISSUED BY
CmE 7. ADMINISTERED BY ( N o t h e r then Item 6)
CODE; 2536 1
Centers for Disease Control and Prevention Centers fox Disease Control and Prevention (PGO)
(PGO) Acquisition & Assistance Branch A
Acquisition & Assistance Branch A 2 9 2 0 Brandywine Road

~
II
2 9 2 0 Brandywine Road - .
Atlanta, GA 3 0 3 4 1 - 5 5 3 9 I
I
Atlanta, GA 3 0 3 4 1 - 5 5 3 9 I
I I

1
8 NAME AND ADDRESS Of CONTRACTOR (No.. ztreel. county, State end UP Code)
The Media Network Inc
(4 Q AAMENDMENl OF SOLICITATION NO
-
-. I
I
8 7 2 0 Georgia Avenue

Silver Springs, MD 2 0 9 1 0 -

10A MODIFICATION OF C ~ C T I O R D E R
NO.
- .
. -
.- - - -. .-
-- . .. -
I .- .-
- -. .
.-
... :
. 2 0 0 - 2 0 0 4 - F - 0 9 8-3 5 --
~

,
--.- -'-- . .- .- .... .L . . -
. . . . - ---I :.-- --
A . . ..- . --. lOB. DATED (SesUem-13)+ j.4- . . .
-.
CODE
.I 4 I FAClLrrY CODE 08/31/2004
I
1 ~ -
I
11. THIS ITEM ONLY APPLIES TO AMENDMENTS OF SOLICITATIONS
- I

UThe above nmbered sokitation is amended as set forth h Item 14. The hour and date specified for receipt of Offen -is adended. -ik not exIended.
Offers must ackndedge receipt d this amendment prlw to the hour and date s p e d k l in he sdldtation a as amended, by one of the dg
methods:
(a) By mpletlng Items 8 and 15, and M n g -
aples c4 tha amendment @) By acknmMging racelptof this amendmenton sach &y d the offer
subnlt!ed; a (c) By separate ktbr w telegram w t k h Indudes a refwenceb the sdicitation and amendment numbers. FAILURE OF Y W R ACKNOWLEGMENT
TO BE RECEIVED AT THE PLACEDESIGNATED FOR THE RECEIPT OF OFFERS PRIOR TO THE HOLIR AND DATE RESULT SPECIFIEDIMAY
I N REJECTIONOF YOUR OmR If by r i b e4 Wo amendment you desh.e b chance an offer already submitted, such change may be ma+ by telegram a letter.
waded each telegram a let& makes pejerence the solldtation and this amendment, and 6 recehred pfiwto the openlng hDLlr and Qb specified.
C .

12 ACCOUNTING AND APPROPRIATION DATA (If w t ) I

See Section B
..-
13. THIS E M APPLIES ONLY TO MODIFICATIONS OF CONTRACTSIORDERS. !
IT MODIFIES THE CONTRACTIORDER NO. AS DESCRIBED IN ITEM 14.
A. THIS CHANGE ORDER IS ISSUED PblRSW-fO:.fSpe@v8vthatfly) THE CHANGES SET FORTH \N ITEM 14 ARE MADE IN THE C O m C T O R D E M . IN ..
--'--

FAR 5 2 . 2 4 3 - 1 Changes Cost Reimbursement - !

B THE ABOVE NUMBERED CONTRACTIORDER IS MODlFlp TO REFLECT THE ADMlNlSTRATNE C W G E S (such as cheng~f4peycng gBfeil.8pp-wbon
date.
etc.) SET FORTH IN ITEM 14. PURSUANTTO'THE AUTHORITY OF FAR 43.103(br
I
C THIS SUPPLEMENTAL AGREEMENT IS ENTERED INTO PURSUANTTO AUTHORITY OF. I
I
.-
D OTHER (Spedfy type of modilication and authority) 1
I
-
Mutual Aqreement '6f Both Parties,. Reference Contractor's
.
Proposal dated 5 / 1 4 / 2 0 0 5 - I
. -- -
- - .- -
-. .-;. -. ---. .-

E. IMPORTANT: b n t r a s l o ,
'

a -

T i not. .
. .
.--
Oris required to sign h i s docurn6nt and re&
.
-
copids h-e'-i&"]ng5e- - --- : . .-
.-

14. DESCRIPTION OF AMWDMENTlMODlFlCATlON ( O g m W by UCF-$&on headingr, IndudlngsddtsUorrhonUact subJecl matler h e r e learlble!)

The purpose of this modification ie to incorporate the following: 1
. I

1. Increase the contradt amount by $ 2 0 2 , 4 4 4 , f r m $ 5 0 4 , 2 7 1 to a total amount of $706,715 to fund

2.
the revised Statement of Work requirements enclosed herein:
Extend the period of performance to December 3 1 , 2 0 0 6 .
I
All other terms and conditions remain unchanged and in full effect .
1
3..
. '
.
-
. ..-:7.-. ~ - '

. "-9. - .,
I

Except as prowled herein, alLbnns and mndilions of the document referenced in llem QA or IOA, as heretofore changed, remalnb unchanged and In MI force and effect.
i
15A. NAME AND TITLE OF SIGNER (Type or print) 16A NAME OF CONTRACTINGOFFICER
Dale DeFilipps
I
I

15B CONTRACTOWOFFEROR 1%. DATESIGNED 160 l6C. DATE SIGNED

(Signature of person authorized to sign)

BY p/s./.~
I

NSN 754041-1528070 STANDAqD FORM 30 (REV. 10-83)

PREVIOUS EDITION UNUSABLE 30-105
FAR (48 CFiR)
Pmscribad by GSA
53.243
 Section B 11
CLINS 0003 AND 0004 are incorporated as stated below. The additional Statement of Work reg+rernenb,
are enclosed herein:
I
I
0003 Spanish Folic-Acid Campaign
- Task 3 and Task 7 --
1 Job
59 I
Line(s) of Accounting - - I
92 11842 25 13 2005 75 5 0943
-192KP $200;440 !
.. .

1
Base mod cost:
Conkactor's Fee br .\
I
,
I
0004 NIH Fee 1~0b 0 .-
1
i . 7 4 .
-
.
.
. ..
. ..
. -
-9211842 25 13 2005 75 5 0943
- - 192- $2,004 --< . :-;-~. -
- ~-
~ I
. . I
..-

I ..
BACKGROUND:
In fiscal year 2004, The ~ e d i a ~ e k v o rLnc
k , was awarded the contract for a project that had eight distinci and
sequential tasks. The first task was to develop a data-driven audience segmentation scheme. From the biginning,
this work was designed to be modified to reflect the findings of this critical first step. I .December, delivered
a report outlining three audience segments for further communication research: (1) Acculhwted young adult
Hispanic women (18-24 year olds who have completed high school); (2) Unacculturated yormg adult Hi$anic
women (18-24 year olds who have not completed high school); and (3) Unacculturated moms (1 8-34 ye+ olds with
less than a high school education who have at least one child). Because these groups have never been the:focus of
qualitative or quantita%ve r p e w h regarding multivitamin use, folic acid awirencss, knowledge, or c o ~ t i o as n
related to neural tube d e f e c t s r n ) preventinn, CDC believes that more research than origmdly planned is now
-
necessary. Since Hispanic w o m k have the highest rates of NTD-affected pregnancies in the United States, it is - -
vital that we understand them well enough to p6duce clear and compelling health messages to prevent ~Ginabifida
and anencephaly by encouraging preconceptional folic acid consumption.

request.
~,.,I-&..,a:

..
- -e ..s.*

CDC has submitted documentation to CDC's IRB and OMB officials for the work described in this modkcation
,,
.- .a- .
I ,.- "i
, .-
-- .. . . ..

...
.. -

..
.. - .

The contractor shall perform the tasks as specified below and provide the deliverable stated' here*
I
DESCRIPTION OF WO-=.-
.
+
-
I

--,. .
. .- -
,- . The.contractor shall perform 9,
following work: -.- .... ----
.. .
. . .- -
.
. -.
1 For task 3 (Qualitative Research), increase the nuinber of focus group disctissions%j 12. $' -aed- ..

contract was for six (6) focus groupdiscussions. T h e current need is for eighteen (18) f o q group . ..-
discussions. This represents ax-&creaseof twelve (12) focus group discussions. CDC requests that
each group include 10-12 participants. I
2. For task 7 (Concept and Message Testing),
a Add six (6) focus group discussions (2 focus groups for each audience segment) for co&ept
testing j
. . .. ,.-:+:.- - . Delete 120 interviews with women to quantitatively test conctpts I

a Add 90 interviews with women to quantitatively test draft materials : * - - '1 I

Delete three (3) focus group discussions with materials distributors

Add 50 brief i n t e ~ e w with
s materials distriiutors !
i
Table 1 piovides a summary of currently funded activities and required new activities. !
I
 Purpose & Use of Currently Currently Proposed Proposed Modification
Information Funded Funded Activity Number of Activities

- To evaluate
Activity Stipend
Amount
Subjects and
stipends
I
-
existing campaign
Task 2 -
Quantitative
-
7
- #I: 1-1 oral "=go; 10 unchanged 1
in&ews women from
materials (TV Research .- - with each segment
PSA, radio PSA, 90 -Hispanic per Gty;
print PSA, and
brochure)
individual
interviews
women (30 j,Y Yticipant
minutes per I
1
interview) I!
Toexamine . . Task 3 - : #2:~ n=216; 18 -
I ,
I.> .

:.h6wl,wlcd~i;~: -;~ualjtafive -. ~ x ~ b r a t ~ ofocus

r y groups, number of
rlr
. ....
-- .
-
~ t u d e sand
, Research-- --
=.%-

focusgoup 6 with each=:-

- focus gmupyi -* -s =

behaviors relevant 6 focus ..- . - = ;--

discussions segment (3
.
by =for-- -'I '-. ..- .. . .. --.-
.
--
., - - ..

to folic acid groups (2 hours . multivitamin exploratory '

consumption (2lsegment) per group) user, 3
multivitamin
research 1 --.

!
=I; 1
~rticipmt. !

~
I .
To test draft Task7- / . h i for #3 : n=108; 9 focus Add 6 focus (
creative concepts 120 m*- ;ews; Concept P~--I)S; fP"' I
for future k . interviews il , testing , articipant discussions. -
messagedmaterials wi&'&bcus .,,=asage focus group I
group ., distributor discussions Delete 120 .. -
. - discussions participants (2 hours inteniews to
of FGD's per group) test
,k-.-.**.. .# ...'a concepts.
-- I
..-. - .. . . .. . - .. ---.-
-.
TO eva-te draft Materials #: 1-1 oral n=90; 10 Add 90 1
materials with the pre-testing ,.'! interviews women fiom int-ews , I . -. - . ..

intended audience was not in each segment of women to

before mass the original Hispanic ---
-ity; test draft
.....
production praposal women (30 ~articipant materials '
(matkials pre-t minutes per . . --.
.<-

interview)-:.--.. ..
--:4-- '.. .- . testing) .- .. .. . .
.
. . .

"-----
,
--. : '

. --:' .
To evaluate draft '. Task 7 * l 3 A.1 for #5: I-I--oral n=50;5 Add-SD-- ,- .a

-.
materials with focus p u p mate+ls interviews respondents in interviews
distributors before discussions distributors with each location; of materials
mass production with to distributors 'participant distributors
(gatekeeper materials participate (e.g. SBAA 1- 7 to test draft
review) distributors i i ~FGD's affiliates) materials
. was (15 minutes
. ..>+.*
.. , .-
proposed Per . - -
.. .. . -.
respondent) I

ITEMS FROM CDC APPROPRIATE FOR TASK COMPLETION:

i
None identified
CONTRACTOR DELMRABLES:
Because this modification requests more or less of work currently funded, the deliverablts remain unchanged:
audience restarch conducted, reports written, and mssageslmaterialsthat are responsive to the audience research 1
are required. I

PERIOD OF PERFORMANCE: Extended to December 31,2006 I

I
 I i
PAGE 1 bf PAtES
I - .
1 :3
IMPORTANT: Mark all packages and papers with contract andlor order numbers.
1. DATE OF ORDER 2. CONTRACT NO. (If any)
1
6. SHIP TO: I
08/31/2004 263-01-D-0183 a . NAME OF CONSIGNEE
3.ORDER NO. p 1
200-2004-F-09835
5. ISSUING OFFICE (Address correspondenceto)
b. STREET ADDRESS
I
. Centers for Disease Control and Prevention (PGO) I
Acquisition L Assistance Branch A 1
2920 Brandywine Road c. CITY d. STATE e. ZIP CODE
Atlanta, GA 30341-5539
- - - f. SHIP VIA I
- -. . .
7. TO: I
a. NAME 0F.CONTFWCTOR
The ~ e d i aNetwork

-
8. TYPE OF ORDER
b. COMPANY NAME

c. STREET
..
ADDRESS --<.:I .* ,,. -
..
-- ---
?..L2 a. puRcwsE
FERENCE YOUR .'
~.DEL(ERY
I
Except for billing instrucliocs on the
.-- .- messe furnish the mowing M fie terms mvene. (his dellvery order is SuMeCI tc
&72D d&rgi& Avenue -. -
. ... . - and .confitions spedfied on both sides of ins- contained on h s side only ..

d. CITY
Silver Springs
.. e. STATE
Maryland
.- . . *-.- 5 ZIP,CODE
20910
hiscrddr -and -& the amfiw-
any. including delivery as indicated.
l( - . o llhis w
fm w i6 issud s u b j e ~ Mthe
t a a w ~ n .d, ~ c m s - o f %
numbered coytract.
. above-
- .-
~

-
-
. - ..

! ,
- -
-3.
9. ACCOUNTING AND APPROPRlATlON DATA 10. REQUISITIONING OFFICE I

See Section B 1
11. BUSINESS CLASSIFICATION (Check appmpnate box(es)) I
!
a. SMALL b. OTHER THAN SMALL c. DISADVANTAGED d. WOMEN-OWNED
12 F.O.B. POINT 14:GOVERNMENT B L NO. 15. DELIVER TO F.O.B. POINT 16. DISCOUNT TERMS
ON OR BEFORE (Date) I
I
I

a. INSPECTION
13.PLACEOF 4.
b. ACCEPTANCE %?,
j 01/31/2006
j
I
I

17. SCHEDULE (See reverse for Reiectionsl I

QUANTITY UNIT QUANTITY

ITEM NO.
(a) .A,--.*".+,
SUPPLIES OR SERVICES
.* ...'@) ORDERED
(C)
UNI
Id\
PRICE
(e)
A ~ o " ~ ~
ACCEPTED
' (f) - - .- - -- _..I

i - ..
I
i
1
.- ..I
. ..

- -.-
1
..... I
. .-x..
.- .-
I I
I
, "See Continuation Page" I
I
.-.
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-.
-. . *...*-- .- ... , . .+ - - a
. - -<=.
, -:. - - ..I. . . ..
t 7
-.'--- ----
I
-.-.- ..-

.. . 1 .- -
. . I
1

. :,.R
1
-
18. SHIPPING PCIINT 19. GROSS SHIPPING WEIGHT M.INVOICE NO. 1 a-
".-^-+ . - .I - 17(h) TOT.
21. MAIL INVOICE TO: $504,271.00 4 fC0nt

SEE BILLING ..
lNSTRUCTlONS
a. NAME
(m)
i Pass)

center, for Disease Control and Prevention i

ON I

REVERSE b. STREET ADDRESS (or P.O. Box) I 17(1)

PO Box 15580 !
GRAND
c. CITY d. STATE e. ZIP CODE $504~271
0 0 TOTAL
Atlanta GA 30333 II

W,M&
23. NAME (Typed) I
,
22. LlNlTED STATES Cheryl M. Maddux I
OF AMERICA (Signature) TITLE: CONTRACTING~ORDERINGOFFICER
NSN 7540-01-152-8083
PREVIOUS EDITION NOT USABLE
u OPTIONAL FORM 347 (W.6'95)
P-bCd by GSAlFAR 48 CFR 5 3 2 1 3 ( ~ )

1
 -
SECTION 3 SUPPLIES OR SERVICE SANDPRICESICOSTS !
pE= SUPPLIES I SERVICES
Spanish Folic- Acid Campaign
Phase 1(Segments 1-3) is_ funded in the
QTY 1 UNIT
1 Lot
UNIT PNCE
$ I
I EXTEPED PRICE
i 7/
I

amount of $499,279.00. Phase Two -

(Segments 4-5) for $615,060~04will be

funded at a laterdate; in accordance with
the attached statement of work and 'the
contractor's proposal, dated August 18,
2004. !
Lint(s) Of Accounting: .\ I
- .-.... 92 11842 2555 2004 -
1j
- -.- --
-
. --
. .
.. . .
,- .
. - ,75- 4 0943 +--
.._. - .
.. . -

.--
0002
- 1111P' - - ,

i+7dl
NM FF . .-. .- ..- .-*-. 1 Each
-
. ---
:?
- .. .
--
.- ... ,--i .- y d --
-? - *
.. I L,:
i+p-
.--:--
. : --- .-
--c

Linc(s) Of Accounting:
921 1842 2535 2004 !
1
.-

75 4 0943

.- I

CLINSLM I EsTII~ITEDCOST FIXED FEE

I
TOTAL EST CPFF
- I
+
I I

I 7499,279.00
TOTAL ,
,-,.-, , b -1 b -/ $499,279.00
 !
i
Page 3 of 13
I

STATEMENT OF WORK I

Title: Spanish-language Folic Acid ~ommunkationResearch & Creative Production

- - ..
Background: .. .

Backwound on fohc acid and birth defects Drevenbon

i
Results from several research studies and clinical trials in the early 80's suggested that many, but
not al1,neural tube defects (NTDs) were preventable by folic acid. The landmark -domized -
.
Ir --
* = controlled trial in the United Kingdem, published in 1991, demonstrated that folic acid alone
could prevent the recurrence of spina bifida or anencephaly in women who had a p r e o i w *
'

NTD-affected pregnanq:h 1992, a randomized controlled trial from Hunge$u%li~b& reults = _ -

showing that folic acid in a multivitamin could prevent an NTD-affected pregnancy id women
who had not had a previously affected pregnancy. From these studies, the United States Public
Health Service (USPHS) estimated that between 50% - 70% of NTDs were preventable by folic
acid. In 1992, the USPHS recommended that all women of reproductive age who are Lapable of
becoming pregnant consume 400 mcg of folic acid every day for the prevention of ~ D S In.
1999, community intervention trials in China confirmed that daily intake of 400 mcg of folic acid
alone could prevent babies from being affected by spina bifida and anencephaly. ( I
$2
i
Pregnancies and births affected by spma bifida or anencephaly have profound physical,
emotional, and financial effects on families and communities. Recent data from the National
Birth Defects Pre'fi&Yorl N h o r k surveillance system shows that folic acid food fortification has
resulted in about an overall 25% decline in N'TD-affected pregnancies. Since food fokification
in 1998, the number of babies born in the United States with these serious bira defeds bas,
declined. Before food fortification, CDC estimated that there were about 4,000 m y a f f e c t e d
pregnancies each year. Since 1999, we have observed a decline so that we now estimate that,
annually, there are about 3,000 NTD-affected pregnancies. I

,-- -- .---- = I
I r
t *
J
- --
-.
--.---
I . -
Despite these exciting developments, Hispanic women in the United states remain tlie most
vulnerable for having an NTD-affected pregnancy. The specific reason for this increased risk
remains a mystery. What we do know is that they have a higher risk than Caucasian and African
I
American women in the United States. Surveys conducted by CDC in 1999 and 2000, also
showed that Hispanic women had the lowest reported folic acid knowledge and consdmption.
Recent
.-=* - data from the National Birth Defects hevention Network surveillance systemlshows the
disparity quite clearly. In 1995 & 1996 during the pre-fortification period, the ~revalknceof
spina bifida and anencephaly among Hispanic women was about 10 per 10,0(l0'/births or
pregnancies compared to about 8 per 10,000 among Whites and almost 6 per 10,000 among
Blacks. Fortification has resulted in about an overall 25% decline in NTD-affected ~regnancies.
This ii true for all raciallethnic groups. But Hispanic women still have the highest rak among
the 3 raciayethnic groups, so we have made reaching them our top priority. ,
I
 1
While fortification clearly has resulted in a marvelous decline in NTD rates for all women, not
all folic-acid preventable NTD's are being prevented: the declines that will be seen in the future
will need to come fiom creative and compelling initiatives that impact volmtary beha?lor
changes among women of childbeqing age.

Hrrton, of CDC's Folic Acid Cam~aipnEfforts

\

Creating Cynergy
I
A key step in campaign planning is to convene organizations with a common mission to map out
roles and responsibilities for campaign develoment, implementation, and evaluation. In 1997
and 1998, CDC worked closely with the National Council on Folic Acid (NCFA), a coalition of
.'
almost ~ t y p u health ~ c and n-rofit partners committed to promoting folic acid.; The
"- --*
--goals of NCFA were to: (I) increase the proportion of women whe uxkmtand that cehsur&~~ -- --
folic acid daily can-help prevent-birth defects; (2) make folic acid awareness a m ~ t i n e ~ d - -
standard part of health-care services to women; (3) increase the level and availability of folic
acid in food; and (4) evaiuate the effectiveness of folic acid projects and programs andlshare
lessons learned. Council members each made substantive commitments and contributions to the
national campaign effort. Because of CDC's expertise in health communication research and
program evaluation, our role became clearly defined: (1) to conduct formative research among
women and health care providers to develop messages; (2) to produce and test campaign
messages; (3) to,evaluate the implementation and delivery of the campaign; and (4) to1evaluate
the effects of the cam$@p. Because most of the members of NCFA were membership-based or
chapter-based organizations, their major contributions focused on dissemination of c ~ ~ a i -g n
-
messages through traditional public service announcement channels. This partnership was
structured well given the Department of Health and Human Service's policy that g o v e h e n t
I --
funds could not be'%'&d Uo pbfchase broadcast media time.
I
.- .r 2
I ^- ----
The campaign was CDC's frrst large-scale use of state-of-the-art health communications
methods, which incorporates formative evaluation (to ensure that the intervention, in )his case,

__
communication, is aFpropriate for the audience and desired outcomes), process evaluation (to
ensure that the program is implemented as planned), and outcome evaluation (to measure the
- * - .--- effects of the interventiaa). -- - - --
- - - - -- --I -_

I1
- >

Getting the message rzght

Of the approximately 60 million women of reproductive age in the United States, man2 have
differing beliefs and motivations regarding preventive health behaviors and pregnancy'.I
-<ampaign planners, lcnowing that a generic health message is not usually effective, conducted
research which revealed two distinct audiences among women of reproductiveage: (-11)
Pregnancy contemplators are women who want to become pregnant in the next year; and (2)
Pregnancy non-contemplators are women who do not plan to become pregnant in the near future,
but who could become pregnant). Audience research revealed many insights for developing
,
effective messages for each of these audiences.
 I
One remarkable discovery from the formative research was a message strategy that wokked in
both audiences, a rare occurrence. This message concept made the connection betwe+ the
monthly reminder of a woman's capability to become pregnant (e.g., menstruation) and her need
to take folic acid. A storyboard based on this message strategy was submitted through the
Department of Health and Human Sewices clearance process but was not approved for
production. So, instead of developing one message that tested very effectively for reaching both
audiences, two separate mes-sage strategies were developed. The "Before You Know It"
message appealed to women contemplatingbecoming pregnant in the next year by featuring
healthy, beautifid babies and words encouraging women to: "Make sure to get enough folic acid
every day, because the time to prevent birth dgfects is before you know you're pregnar(t." This
messagagc was produced in both English and Spanish as the audience research indicated that ..
rl. -.- ---
Spanish-speakingHispanic women-9rceived themselves as predominantly pregnancy I
contemplators. The " ~ e a d y Not"
, message appealed to women not c6mplatiing pri&in@iri' a-

the near future by emphisizing &e difference between their body's physical &te of riadiness for --
having a baby and their mind's lack of readiness for having a baby. The very ~ ~ ~ - 1visuals
i k e
portrayed young women doing various activities and affirmed that even though a w o m b has lots
to do before becoming a mother, she should take folk acid every day to ensure that "your body's
ready when you are". This message was only produced in English because audience research
revealed that this message appealed to more acculturated Hispanic women who spoke English as
I
well as young English-speaking women from different raciayethnic groups. I
.
\d I

Getting the message out 4' I

Preparation for the campaign launch began in January 1999 with a national conference and -
training activities for NCFA partner organizations. The campaign began nationally in May 1999
with many communities
. + .
.planning activities around Mother's Day. The first phase of the
/ -
campaign targeted pregnancy contemplators with the "Before You Know It' public service
announcement (PSA). The second phase of the campaign targeted pregnancy non-
contemplators. The "Ready.. .Not" PSA was distributed in September 1999. -+-
-C . ----
I

Gemngfeedback about implementation and effects I I

CDC led theeffort to measure the implementation and effectiveness of this voluntary
- - -- -- partnership:driven public education campaign. Levels-of implementation were measyed by
-
gathering information abtmt media coveriie (and the n&re of the coverage), n o o - m & 4 i ~ -*-
activities, (such as local events and presentations) and tracking recall of campaign messages
from an outcome s w e y . I

A total of 337 English-language news stories were identified in print, television, and radio
channels and accounted for 10 percent of all English-language media coverage '%its". I The total
number of media "hits" was 3,403; of these, 90 percent were PSAs. For English-language
' 'media, 74 perdent of the overall hits were CDC-produced PSAs and 16 percent were PSAs

produced by other partners. The implementation evaluation revealed that televlslon wQ the most
far-reaching message delivery channel. It also revealed that even in higher exposure markets,
optimal levels of message reach and frequency were never attained. Ensuring exposure to
campaign messages is a vital antecedent to achieving desired outcomes (changes in awpeness,
I
knowledge, and behavior).
I
 Measures of campaign effects were measured by the Folic Acid Communication SurveyI - a
computer assisted telephone survey of women conducted in sixteen media markets, eight having
evidence of lower exposure to campaign messages and eight with higher exposure to c h p a i g n
messages (as indicated by the implementation evaluation activities mentioned previously).
Eight of the markets were selected because they had a higher proportion of Hispanic hduseholdr,
a population subgroup most vulnerable to having N T D - a c t e d pregnancies. The resekch
among Hispanic women conducted as part of the national campaign evaluation became the
.foundation for a subsequently initiated paid media campaign targeting Spanish-speakin'g
Hispanic women. ,
h
I
I
I '
After th; initial phase of the national+ampaign, in which the "Before You Know It" message
rlr - r -
was released, women between 18 and 35 were surveyed to determinehe campaign's- -= = *2

effectiveness. The campaign's a a c h resulted in 65 percent of respondents in hweY -' - - ---

communication exposure areas having heard about folic acid compared with 63 percent in lower
exposure areas. However, when message recall is examined by reported pregnancy intention,
more respondents who were pregnancy contemplators had heard, read, or seen something about
folic acid than had respondents who were pregnancy non-contemplators (73% of contemplators
and 63% of pregnancy non-contemplators, pc.05). About 80 percent of respondents were not
planning a pregnancy, and research showed that the pregnancy-focused message may not have
been appealing, memorable, or personally relevant to them. This confirmed that efforts to
influence behavior ch* may be filtered through the recipient's attitudes and beliefs. This
demonstrated the importance of audience segmentation and developing unique messages and .
tactics for each audience segment. I
I

A major lesson learned from this comprehensive campaign evaluation was the importance of
doing both process and outcome evaluation. If CDC had not known that exposyre levils-wcrc
not optimal in any of the lower or higher exposure markets, CDC would not have known the
cause of the relatively low impact of the campaign. This important lesson helped provide
evidence to CDC ~ ~ ~ D H H S on the benefits of paid media for ensuring that;important
leadership
health messiges reach the public we serve. -- I,
F = * i - , u - -.- - I
:r -.- --- ------
- - - --
-
.
I

In 2000, CDC requested and got permission to purchase broadcast air time for subsequent
campaign activities. Because media purchases can be expensive, the birth defects prevention
research team has used its limited resources to do targeted, paid media campaigns in I
communities with high proportions of Hispanic households and via Spanish-language hedia
. .--outlets
;
(which are cheaper than English-language media outlets). A two-fold strategy!I
3ombining mais media (a paid media campaign along with aggressive media relations (outreach)
and interpersonal communication (outreach efforts of local, lay health workerS,-talled
promotoras) has been underway in San Antonio, Texas and Miami, Florida from September 2000
through June 2003. I

I
I
Backaround on Spanrrh-lanma~eFolrc Acid campaipn activiaes (2000-2003 and 2003-20041 1
1
 The Spanish Folic Acid Campaign (called SFACES) used a two-pronged intervention approach.
The campaign included mass media effo- through TV,radio, and newspapers and int&rpersonal
1
communication efforts at the local level. Broadcast airtime was purchased on popular,Spanish-
language television and radio stations .in the intervention markets. Spanish-language print outlets
were also contacted and asked to print articles about the campaign in their newspapers 'and
magazines. In an effort to reach Hispanic women on a personal level, promotoras or lay, health
outreach workers were hired-in each city to speak to women in small groups or one-onlone about
the importance of folic acid before and during pregnancy. The promotoras also reach okt to
health care providers to educate them about the importance of speaking with their female clients
about folic acid. The use of these two outreach strategies combine to create a " s u r r o ~ dsound"
approacb to reaching Hispanic women where they live, work, and play. Not only are women .-
Clr -c --
dettigg i-Tlfonnation about folic acid-Sn television-&d other media sources, but they are also
.. -- --
exposed to our messages a t - c o k u n i t y events, health fairs; and at plaEtSXie gpoc&y2t-orei~
,
-----
churches, hair salons, and child a'ay care centers. Most importantly, though, the combiiationof :-.- . -
fixed message formats (like TV, radio, and print ads) focusing on key barriers (e.g. knowledge
about timing of folic acid) and flexible message formats (e.g., a promotora's conversation with a
woman) focusing on individual baniers (e.g. beliefs about vitamins causing weight gain, or
where to get low-cost or no-cost vitamins in their community, or how to "remind" ~ o d s e l to f
take a vitamin every day), was extremely important in facilitating this complex, behavior change.

CDC produced a i d dipeminated (through partners and promotoras) a number of folic k i d

educational materials &'Incentive item. Educational materials range from brochure: to posters
and print ads. The promotoras were ako given T-shirts with the folic acid campaign slogan a i it
to wear to events and when giving presentations. Knowing that educational materials ailone are
not enough to e n t i $ g , ~ w ~ r nto~ listen
w to our health message, incentive items were used to draw-
women in to listen to presentations given by promotoras. Heart-shaped mirrors, cherry-flavored
lip balms, and hot-pink telephone cards have been popular incentive items. The telephone -. . cards
--
were a new strategy during the 2b03-2004 campaign - not only were they an hientive item, they
represented a new channel for our message because each time a woman used the card, h e
campaign messages were both seen (by being printed on the card) and heard (by havin'g an
automatic pre-recorded message). Campaign messages were developed with extensive' formative
research which resulted in messages that communicate+^ main ideas: (1) that folicadid can
prevent some sen'bus bir& defects; and (2) that folk acid needs to be taken befofe-awTmW- -=-
becomes pregnant. I

In 2000, baseline data were collected from 8 communities across the U.S.that had populations
with a high proportion of Hispanic women. From the eight communities, two commdties were
--selected as intervention sites. San Antonio, Texas and Miami, Florida were selected for a number
of reasons, but most importantly, because they represented affordable media markets,-an
important factor for paid media campaigns. Telephone surveys with Spanish-speaking' Hispanic
women between the ages of 18-35 were conducted in both intervention and comparison markets.
The 15,minute survey inquired about a range of knowledge and behavior measures. I
 Campaign evaluation results have shown changes in awareness, knowledge and folic acjd
consumption. Three years after baseline, women in the intervention markets were slightly more
than twice as likely to specifically name folic acid as a vitamin that can reduce a womaAysrisk of
birth defects in her unborn child compared to the non-intervention communities. A smdler
increase in positive responses in the comparison markets suggests that other local' effortk not
related to the intervention program may have had an effect in those conununities as well. The
proportion of folic-acid awzuk~wommwith coriect knowledge of the %commended pre{
.conceptional timing of folk acid consumption increased by almost 20% in the intervention
communities between 2000 and 2003. By 2003, three-quarters of women in intervention markets
could correctly identify preconception as the t h e a women should start consuming folic acid to
- .- . reduce th_e.risk of birth defects. In the comparison markets, there has-been no change in this
. . - -. .
..
. - - . : . f i g u r ~ - ~ i ~ d ~ t h e 2 ~ 0 d a s e-I:=-...
line. . ~. :

. ..-- -. . . . . . .- _ _ -- , .- .r--.-
.- --C - - .- .. . - -'. -I #

.. . .a . < - . .... ->-- :-.-.-- ..-,-.

- '-

.. .. .
I .- .- --
The data suggest that consumption of folic-acid containing vitamins has increased over 'time and
across market type. Folic acid is most often consumed through a multivitamin. ~ o u ~one- h l ~
third of Spanish-speaking Hispanic women who consume vitamins on a daily or less basis,
reported consuming a multivitamin.' Since the 2000 baseline, the proportion of women who say
they take a multivitamin has been greater in the intervention than in the comparison mqket
settings. Over time, the proportion who consume a multivitamin has increased steadily ;in the
intervention markets (37.5% in 2000,42.2% in 2002,44.0% in 2003), while in the comparison
markets, despite an initiq-hcrease, this shift toward increased consumption of a multivitamin
was not sustained betweenthe 2002 and 2003 surveys (30.4% in 2000,36.8% in 2002, 35.0% in
2003). A small proportion of survey reiipondents reported consuming a folic acid supplement.
The trend for folic acid supplements is remarkable, with no women reporting use of this single-
component vitamiii3i2060 '%d over 7% of women reporting use of it in the intervention markets'
in 20034ouble of that in the comparison markets. While each measure has increased'since the
2000 baseline, a larger and steady increase is evident in the intervention markelsettings whi*
were the sites of our targeted folic acid campaign efforts.

2003-2004 "

*- With these encouraging outcomes, CDC, fm the 2003-2004 intervention cycle,~~pn.~~de_d-effo~s~ ---
to reach Hispanic women in two new communities: Denver, Colorado and Philadelphia,
Pennsylvania. Because of some concerns with message fatigue (resulting from using the same
PSAs each year) and because of limited resources, the CDC team continued to support the
activities of promotoras as well as participated in aggressive media relations activities in San
Antonio, and Miami, but did not continue to purchase air time for the campaign PSAs in these
communities. Only Philadelphia and Denver received the full intervention for the 2003-2004
. --
campaign. --_.. - <

2004 pnd beyond

CDC is interested in continuing to reach Spanish-speaking Hispanic women in the United States.
S F A C a , as a pilot, has shown that a strategy that combines local outreach efforts and i
paicLlearned media efforts is effective. However, CDC does not anticipate budgetary in'ereases
that could make a national-level Spanish language campaign possible. Also, CDC is c6ncemed
that the SFACES campaign materials, which were developed in 1999, may be becoming "dated."
 I
While we have no new evidence that they are no longer effective, we do want to examine their
effectiveness in a robust manner before decisions are made about whether we keep widg them in
selected communities throughout the U.S. We are also interested in developing a deeper
understanding of sub-groups of women within the Spanish-speaking Hispanic population and
,
developing effective communicatio-nstrategies to reach them.
I
CDC request that bidders deyelop plans in consideration of the following principles:
1
Partners are valuable to CDC so relationships are established based on honest and candid
communication about the resources available for this program which don't currently
allow for long-term financial support. , I

= Ipovation and creativity are valued by CDC, so partnerships and partners who ishare .
Ir -* *
- these values a s welcome. Q3C desires piirtners who have experience engaging and
-
mobilizing many sectors of a community (private,-not-for-pmfih-faith cornmUnitits;ttc.r '
- -. 2
-. z
lo reach out targd
- audieh'ce. -1

.-
:

Effective processes, as well as programmatic outcomes, are vital for the progra$l's
continuation. CbC desires to work with organizations who have a demonstrateii capacity
for being good stewards of their resources and who have reputations for being team
players on collaborative e f f h .
Partners who live, work;wd play in the communities selected for intervention bring
tremendous insight to planning, implementing, and evaluating outreach efforts b their
commurbties. Involving people who understand and serve members of our target
audience in thkGtervention communities is essential.
. - . . -
What we 've learned that impacts our short-term and lonp-term activities
I

I
I

: (1) Purchased q,dij+* regly does work in ensuring exposure to messages that can change awareness, -. . . , .. . -.
,

knowledge, and to some extent, behavior. I

(2) Interpersonal c o m ~ i c a t i o nstrategies are still the key to behavior change. 1

(3) The combination of both mask media and interpersonal communication strategies $ ngcess&o cffqt$e . --

full range of behavioral determinants (awareness, knowledge, and ultimately, behavior)

(4) Formative research is vital in constructing health messages and materials that are culturally a@priate and
compellbg. - -r - . - !
(5) It's jlportant to establish partnership rehtionshps in a way that plays to each parhers' strengihs -
. . *. . * = . : : ,:-- expecting local partners to do it all, isn't realistic - $ ~ ~ ~ - some
a r e things that local p a r t n e ~ =dol better
CDC mi someRhiPgsthat.CDCwilfdo bett&t@m%&l partners - and for timc~ipiid.~t_~~~~-= -
-
that interdependence, needs to be acknowledged andaccepttd by everyone. I
.

Our immediate next steps for CDC's outreach efforts to Spanish-speaking Hispanic women include: ',
~ c v e l o ~an
i nappropriate
~ audience-segmentation scheme !
Assessing the effectiveness of current campaign materials with identified segments
Conducting qualitative research with audience segments i
. ..
I
<,.?.<
,
-
Developing audience profiles for each audience segment
Developing draft communication plans based on audience profiles that outlines potential
. - strat{f$er,
. - --
messages, etc. I
Presenting the possibilities to key internal and external stakeholders to solicit input I

Developing and mting concepts, messages, k d materials along with implcmcntation p l m fo* their use
,Producing master quality copies of each material in formats that CDC can use for mass production and
dissemination I

I
Background Summary I
 While the majority of women are still not aware of the preventive link between pre-conceptional
folic acid and birth defects, we know for certain that change can occur. the right mix of ~artners
and the right amount of resources aligned together can achieve the preven@onof the debastatting
and expensive occurrences and recurrences of babies born with neural tube defects. ~ h m o t i n g
. .

solution is what is most needed at this time. .

Description of work:
. -.
folk acid for the prevention of neural tube defects is one public health problem with a clear
public health solution. Harnessing the resources and political will to execute an effectike

I
:
.\ ,
I

....This description of work is organized in phases. Phase 1 &vitier will surely be W e d this year. ~hask2 activitisr
.. . maybe
.. . G d e d @is year or m a y be fundediesubsequent
.-- yeus as funding becomes available. I

Q --- - * :- -. - ..
.- .
.."
.. . - .. .. . . .. -- -- , . -'=.
~ . - -- :
-
Phase 1.: . . *... -. . .
. -. == .- , . .- . .

CDC is very interested working with a full-sewice market research firmthat specia&es
I
reaching Hispanic womw of child-bearing age to:
Use available market research data to develop an appropriate multivariate audience,
segmentation scheme for Spanish-speaking Hispanic women between the ages of 13-35.
Quantitativelytest current SFACES campaign messages and materials with identiked
audience segments. ) I I
L.
Use the identified d q e n c e segments to conduct qualitative research with ~panish-&eaking
Hispanic women between the ages of 13-35 to explore behavioral determinants of folk acid
consumption (fiom both food and supplemental sources). I

; Use the finding~ftpmrqrg-ketresearch and the qualitative research to develop audience ,=.;
profiles for selected audience segments. I

Use the audience segment profiles to develop a communication plan that oulines p)tentiaL
strategies, messages, materials, messengers, vehicles, and channels for effectively reaching
the audience segment:
.- 'I
I

-- =
Present audience segmentation research and the audience-segment-specific cornmu$cation
. plans to key stakeholders and to CDC-decision-rn-
selection.
t: to obtain advice on audi&ce-segment
- -- _ - -I -- . - s 7- __
For each audience segment se1eded;develop and test concepts, messages, and materials
along with implementation plans for their use. , I
o CDC requests that, as much as is possible, concept, message, and materials,pre-
testing be done both qualitatively and quantitatively by organizationslagencieslor
a - C 2 - academic institutions who have had no role in the development of the concepts,
messages, or materials so that independent evaluation of materials can be claimed. It
is important to CDC that regular input is solicited fiom people and organizations who
would likely distribute these materials (whether retailers, non-profit-service
: organizations, faith-based organizations, andlor health care organizations).
a For materials that are shown to be effective in pre-testing with their respective audience I
segment, produce highquality "master" copies of each material. I
 o CDC will be responsible for mass-producing and disseminating materials produced1 as
part of this request, so contractors should not budget for this. However, cohtractors
are advised to budget for up to three drafts of each type of material that is sklected.
o CDC requests that the contractor ensure unrestricted ownership of all facet( of the .
materials developed. Because CDC products are in the public domain and
designed to have long shelf-lives it is important that agreements with all talent
(whether for still'or live photo shoots, or original art) become the property of CDC
without having to negotiate and pay yearly talent fees.
I
Phase 2
% I
Once formative research, communication planning, and pr~~duction of new Spanish-language folic acld prornohon :
-- - materials a& developed, CDC will requ~S&ntractorsupport to implement and track the campaign &semination
and delrvery of messages/materials to each audience targeted. Because each atrdiencmnay have diffeEnrmesmges *
and/or use different media charnels; art integrated marketing approach is envisioned. In ordeii5 ieac$KSpamsh-
---
s p e h g Hispanic women of child-bearing age, an implementation plan that utilizes and mobilizes partpen from
many sectors (e.g., retailers, churches, employers, healthcare providers, andor service organizations) will be
requued. Campaign efforts must aim to reach out to women where they live, work, and play. ,
The contractor must have an established record of experience working with the Hispanic community, asi well as,
working with community-based organizations (both large and small).
They must demonstrate an ability to work with, and engage, local partner organizations in a campaign. I
L I
The purposes of any campaign implementation would be to:
1) Increase folic acid a w a r d s among Hispanic women of childbearing age living in the campaign co-ty;
2) Increase specific knowledge related to correct folic acid dosage and timing among Hispanic women of
.- childbearing age living in the campaign commmity; I
3) Increase folic acid consumption among Hispanic women of childbearing age living in the campaign community;
' 4) Secure effective a d d t t e d g a r t n e r s h i p s with organizations in the campaign community as a major . . . - -
component of an integrated effort at reaching Hispanic women of childbearing age living in the campai@
community;
. ..
5) Develop creative and innovative approaches, supporkd by a solid rationale, which can be used to dbii--=
partners to reach Hispanic women of childbearing age. I
!
'I
Contractors, subcontractm, and partners would be expected to keep detailed records of expenses i n c ~ because
d
CDC desires to conduct a cost-effectiveness evaluation for future campaign activities. In phase 2, the contractor will . .

-- --.-.-... . .. - work closely with.a yet-to-be-determined campaip evaluation c q e c t o r . The evaluation contractof will need the
media buy plan, rtpbrt.5 on tHe media and non-media related ~ctivitiisin the campaign c o m m ~ l y , ~ ~ . . n t,..h. c r
donnation relevant to process or outcome evaluation The results of the evaluation, together with other data, will
be used to calculate the cost-effectiveness of the-targetedcampaign I I

I
t
1. A report that describes a data-based, multivariate analysis of U.S. ~~anish-s~eakir&
Hispanic
'*$ohen. This report should use existing market research to inform the development of an
appropriate segmentation scheme for Spanish-speaking Hispanic women betwi5Zn ththe Ages
I of 13-
35. (Due by December 31,2004) I
I1

NOTE; If many segments are identified, CDC may have to incrementally fund research and
development efforts to stay within our budget. For the purposes of this task order request and for
efficiency, CDC requests that contractors develop budgets for each deliverable that dekcribes
costs for that deliverable given five different scenarios: one audience segment selected; two
 audience segments selected; three audience segments selectal; four audience segments lelected;
and five audience segments selected. If contractors already have a sound segmentation kcheme
based on their own proprietary research, then it is to their advantage to disclose this in t+e
proposal and build their budgets accordingly
-
using their data to support their segmentation
-

scheme. .. I I
2. A report that describes quantitative message testing of the current SFACES campaign
messages and materials wih-each identified audience segment. (Due by February 28.2P05)
3 . A report that describes exploratory qualitative research among identified and select&
audience segments. Contractors are encougged to use robust, age-appropriate and i
.
- - culturally-acceptable
- ...
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research methods for e h audience segment. (Dueby May 3 1,2005)
4. ~iscriptiv-6audience profiles t h ~ ~ i n c o r ~ o r a t e ~ & dfiom
i n ~ sall available market redearch and
-- +'
..
that includes findingsmm egloratory qualitativerese&ch. ( I h e b ~ J u l y-&2005)-1'
r
"" ---
5. Audience-segment specific communication plans that outline potential strategies, p&ners,
messages, materials,-messengers,vehicles, and channels for effectively reaching the audience
segment. (Due by July 15,2005) 1 I

6. Presentations of audience segmentation research AND draft audience-segment-speclific

communication plans to key stakeholders and to CDC decision-makers. (Due by August 15,
2005) I
-
7. ~ e v e l o ~ m e n ~testing
m d of up to six concepts, three messages, and two materials for each
segment. Testing s&&ld be done with members of the audience segment and their !
corresponding distributor (intenncdiaries) as well as any influential gatekeeper au4ences
(e.g., parents would be important reviewers for materials designed for young girls). l(Due by
October 1,2005).~-z ,.- 1 -- -_.?

8. Production of a high-quality "master" of each material for each segment. (Due by ~ h u a r y3 1,

2006) L .-.-N *I ---- r

I
Contractor shall produce no more than thne high-quality master copies of each communication product These
products should contain messages that will effectively convey to target audiences the importance ofifolic acid
and the actions necessary to obtain it, as well as make target audiences more likely to consume it, thereby --
.-,
raising w o r n ' s folic acid levek; materials for consumer audiences should be prepared for sixth-to eighth gmde
reading ievels. These prducts or materials shbuld be in h f f - such as replicable brochures add posters,
camera-ready art, PSAs and B-roll, etc. Contractor shall utilize audience research &sults f$6m fo&h'ij-e-'-
research throughout the development, testing, and production process. I
-- .-
--
I

The contractor will be expected to develop and produce a v.riety of communication products. ~ l t h b u we
~ h will
not know which products and channels will be most useful for selected audience segments until the'forrnative
research is completed, we anticipate that the following products could be needed (but are dependent upon
I

. .=. findings from formative research):

A 15 and 36 second television public service announcement (PSA) I
I
A 15 and 30 second radio public service announcement (PSA) .--+ - I
Radio announcer reads (scripts) I
Print public service announcements in color & black/white
Consumer brochure on CD (2-color, 4 panel with 2-3 illustrations/photographs)
A 5 minute video (documentary style to send with spokespersons who make TV appearances ?Id local
community presentations)
A printed booklet (photonovella format) not to exceed 12 pages I
I
Separate consumer and professional 'leave-behindbkrials I
I
 Hof 13

Poster on CD
Clip artwork andlor original photography or illustrations (hard copy and on CD)
Point of purchase materials
Video news Releases (production, distribution, monitoring)
Audio news releases (production, distribution, monitoring)
-
B-roll videotapes (production review cut and final cut)
Outdoor advertisig approaches (e.g. billboards, bus &bus shelters, mall
kiosks, subway advertising; sports arena advertising, phone kiosks, etc.)
Direct mail coupon/advertisement
Interpersonal outreach strategies (describe your strategy)
Specialized outreach strategies (describe your strategy)
Other creative public education materials (des&h the materials)
- .
..
. . . . . . -~diod-ofP&for-mi&e:
.--..- ' - .
Through January 31,2006. - -

Proposed Technical Monitor:

I Christine Prue/cprue@cdc.gov

Project Officer: m e n Cok

CDUO&& communication
. .