Hispanic Headquarters Advertising
Exhibit A

Deliverables

  1. Submit state-mandated evaluation data on monthly basis.
  2. Submit monthly progress reports.
  3. Establish baseline data of existing awareness and understanding of tobacco use and smoking prevention messages among target population through questionnaire survey.
  4. Produce and place 4 Spanish and English language radio commercials, 50 bus shelter posters, and 1,500 internal transit cards for a city-wide public service, multi-media campaign in San Francisco.
  5. Conduct a youth art contest incorporating a smoking prevention concept.
  6. Display winning contest entries at the September 16th Independence Day celebration and invite Spanish TV, radio and print media to cover winners of the contest for public relations purposes.
  7. Implement follow up questionnaire among target groups to evaluate media campaign results with respect to awareness, understanding and attitudes toward tobacco use and smoking prevention messages.
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Program Plan

Type of Service Modality: Prevention

Target Population: The nature of the campaign recommended in this proposal — a highly visible, city-wide, multi-media Advertising and Community Events campaign for the Latino community — calls for a concerted approach to reach our target population, S.F. Hispanic youth, ages 12-17. There will be several media vehicles and Community Events utilized in order to ensure that we reach our target audience.

Objectives: Because of our broad, multi-media approach, activities will be simultaneous and overlapping with respect to accomplishing our objectives. In order to avoid the repetition of stating activities many times over, we have written our Program Plan in a non-segmented and sequential presentation form.

  • OUTCOME OBJECTIVE
  •     BY MONTH 14 OF THE CONTRACT, OUR GOAL IS TO HAVE 50% OF S.F. LATINO TEENS, AGE 12-17, DEMONSTRATE AN UNDERSTANDING OF THE SMOKING PREVENTION MEDIA MESSAGES DEVELOPED IN THIS CAMPAIGN.
  • PROCESS OBJECTIVE
  •     BY MONTH 2, ESTABLISH BASELINE DATA OF EXISTING AWARENESS AND UNDERSTANDING TOWARD SMOKING AND SMOKING PREVENTION MESSAGES AMONG OUR TARGET AUDIENCE.

       
Activity  Staff  Timeline 
1. Develop questionnaire to determine existing awareness and understanding toward smoking and smoking prevention messages among our target audience.  Project Manager Health Educ. Cons. Asst. Project Manager  Month 2 
2. In San Francisco High Schools, distribute and discuss questionnaire in predominately Latino classroom(s), having students respond about their awarenesses and understandings regarding smoking and smoking prevention.  Asst. Project Manager Health Educ. Cons.  Month 2 

Exposition: A minimum of 50 students will be surveyed. Questions will be asked and data will be interpreted both in a quantitative and qualitative manner.

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  • PROCESS OBJECTIVE
  •     BY MONTH 7, PRODUCE BOTH SPANISH-LANGUAGE AND ENGLISH LANGUAGE RADIO COMMERCIALS, BUS SHELTER POSTERS AND INTERNAL TRANSIT CARDS FOR A CITY-WIDE, PUBLIC SERVICE, MULTI-MEDIA CAMPAIGN IN THE CITY & COUNTY OF SAN FRANCISCO.

     
Activity  Staff  Timeline 
3. Identify and analyze existing tobacco use advertising and prevention messages.  Project Manager/Media Director  Month 2 

Exposition: There are a significant number of other anti-smoking programs running right now conducted by such organizations as the UCSF Hispanic Smoking Cessation Research Project, the American Cancer Society, the American Lung Association and still others funded by the City & County of S.F., Bureau of Health Promotion and the State Dept. of Health Services. We will study existing campaigns for their approaches, strengths and weaknesses.

       
4. Develop draft scripts and rough layouts for Radio, Outdoor and Transit PSA's.  Project Manager/Art Director/Copywriters Graphic Artist/Health Educ. Cons.  Month 3 
5. Develop Moderator's Guide and Recruit for Pre-Test Focus Groups. 15-20 teens will be recruited to get a min. of 10 participants.  Project Manager/Health Educ. Cons. Asst. Project Manager  Month 3 
6. Conduct two (2) Pre-Test Focus Groups for concept testing. A co-op payment of $15 will be paid to each participant.  Project Manager/Moderator  Month 4 

Exposition: Pre-Test Focus Group interviews are a form of qualitative research and are especially useful in concept development and the feedback stage of the communication process. They will provide insights into target audience beliefs on tobacco use, allow us to explore perceptions of message concepts and help trigger creative thinking.

     
7. Re-evaluate and refine messages and artwork in light of Pre-Test Focus Group results.  Project Manager/Art Director/Copywriters Graphic Artist/Health Cons.  Month 5 
8. Conduct Media Planning and reserve space for Radio, Outdoor and Transit PSA's.  Media Director  Month 5 

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9. Develop final scripts for radio, and final mechanicals for Outdoor and Transit media. Get all administrative approvals.  Project Manager/Art Director/Producer Graphic Artist  Month 6 
10. Produce Radio commercials; Print Bus Shelters and Transit cards.  Project Manager/Art Director/Producer  Month 7 

  • PROCESS OBJECTIVE
  •     INSTITUTE COMMUNITY ACTION COMPONENT VIA AN ART CONTEST, WITH ANNOUNCEMENT AND ENTRY FORMS TO BE DISTRIBUTED AT THE CINCO DE MAYO CELEBRATION (1992) AND AT LATINO CLUBS AT S.F. HIGH SCHOOLS, IN COLLABORATION WITH TOBACCO USE PREVENTION & CESSATION ORGANIZATIONS.

     
Activity  Staff  Timeline 
11. Develop contest guidelines, timeline and Entry Forms.  Project Manager Health Educ. Cons.  Month (April) 

Exposition: The Contest will be a competition for the best smoking prevention concept poster (19" x 25"). 1st Prize will be worth approximately $500, 2nd Prize will be worth approximately $150, and 3rd Prize will be worth approximately $100. Tentative timeline: Contest announcement and form distribution, May 5; Art submission deadline, July 1st; Award announcement, Aug. 31st; Winning art displayed, Sept. 16, at Festival de las Américas, on 24th Street.

     
12. Promote contest participation at the Cinco de Mayo event, with S.F. Latino youth clubs, and in S.F. High Schools.  Media Director Asst. Project Manager  Month (May) 
13. Send Press Releases and get media attention/articles promoting Contest.  Media Director Project Manager  Months (May-Sept) 

Exposition: The Cinco de Mayo Event, organized by MECA, is the largest Hispanic celebration in San Francisco. Hispanic Headquarters will promote the Contest and display winning entries at the Sept. 16th event. Hispanic Headquarters will invite Spanish TV, Radio and Print media to cover the winners of the Contest for P.R.

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  • OUTCOME OBJECTIVE
  •     BY MONTH 13, REACH 84.1% OF OUR UNDUPLICATED TARGET POPULATIONS AT AN AVERAGE FREQUENCY OF 13.5 TIMES.

           
Activity  Staff  Timeline 
14. Implement Media Placement:  Media Director  Months 8-13 
Spanish/English Radio spots (Prime Time)* 
Spanish/English Bus Shelter Posters 
Spanish/English Transit Cards (11" x 28") 

Exposition: Radio spots will air on special Prime Time schedules that primarily attract the 12-17 target audience. Hispanic Headquarters' media plan will include on air discussions on tobacco prevention between the radio announcers and Latino youth clubs.

     
15. Monitor all PSA Placements  Media Director  Months 8-13 
16. Obtain and synthesize Media Posting Affidavits to arrive at target group reach and frequencies.  Media Director  Month 13 

  • PROCESS OBJECTIVE
  •     DISPLAY WINNING CONTEST ENTRIES AT THE SEPTEMBER 16TH INDEPENDENCE DAY CELEBRATION, ALSO KNOWN AS FESTIVAL DE LAS AMERICAS, IN COLLABORATION WITH TOBACCO USE PREVENTION AND CESSATION ORGANIZATIONS.

       
Activity  Staff  Timeline 
17.Review and select winning contest entries to be displayed at the Independence Day Event with tobacco use prevention and cessation organizations.  Project Manager/Health Educ. Cons. Hisp. Anti-Smoking Leaders Asst. Project Manager  Month (Aug.) 
18.Announce winners in newspaper and broadcast media. Display winning entries at Independence Day Event.  Media Director Project Manager/Asst. Project Manager  Month (Sept.) 

Exposition: The Sept. 16th Festival, organized by MECA, is now in its 13th year. The 24th street festival is a city-wide celebration with booths to bring products, services and community messages directly to the Latino community and communities at large. Hispanic Headquarters will publish and/or broadcast the names of Contest winners, whose entries will be displayed at the Event.

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  • PROCESS OBJECTIVE
  •     IMPLEMENT FOLLOW-UP QUESTIONNAIRES AMONG OUR TARGET GROUP TO EVALUATE CAMPAIGN RESULTS AND DELIVER OUTCOME EVALUATIONS AND MEDIA CAMPAIGN REVIEW TO THE CITY & COUNTY OF SAN FRANCISCO, BUREAU OF HEALTH PROMOTION.

         
Activity  Staff  Timeline 
19.At S.F. High Schools, again distribute and discuss questionnaire in predominately Latino classroom(s), having students respond about their awarenesses and understandings of the smoking prevention media messages developed in this campaign.  Health Educ. Cons. Asst. Project Manager  Month 13 
20. Evaluate questionnaires for the results of our campaign in light of the campaign goal of having 50% of our target group demonstrate awareness and understanding of the smoking prevention media messages.  Health Educ. Cons. Project Manager  Month 14 
21. Deliver Final Outcome Evaluation Report  Project Manager  Month 14 

Exposition: The Final Outcome Evaluation Report will be both a quantitative and qualitative measure of attitude changes among our target population and a summary of the media campaign. It will be a measure of our efforts and success.

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