Special Notice / Hearing: None__
Vote Required: Majority
To: Honorable Board of Supervisors
From: Louise F. Rogers, Chief, San Mateo County Health
Jei Africa, Director, Behavioral Health and Recovery Services
Subject: Amendment to the Agreement with The Social Changery, LLC for a Youth Health Education Campaign and Perinatal Outreach Services
RECOMMENDATION:
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Adopt a resolution authorizing an amendment to the agreement with The Social Changery, LLC to provide social media outreach for the Health Decoded Campaign and conduct a perinatal outreach campaign, extending the term through June 30, 2026, and increasing the amount by $787,000 to an amount not to exceed $1,357,000.
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BACKGROUND:
In September 2023, San Mateo County Health (SMCH), Behavioral Health and Recovery Services (BHRS) released a Request for Proposals seeking proposals from qualified providers to provide social media outreach for the Health Decoded marketing campaign services. BHRS selected The Social Changery, LLC (Social Changery) to provide these services.
In October 2023, the Chief of SMCH approved an agreement with Social Changery for the term of September 15, 2023, through June 30, 2024, in an amount not to exceed $120,000 to develop a campaign that effectively communicates the impact of the Mental Health Services Act on behavioral health services. Previous work included the development of the Cannabis Decoded and Crushing the Curve campaigns to reach youth about health-related issues.
In February 2024, this Board approved an amendment to add social media outreach services for the Health Decoded Campaign and conduct a perinatal outreach campaign, extending the term through June 30, 2025, and increasing the amount by $450,000 to an amount not to exceed $570,000.
DISCUSSION:
Through this amendment, Social Changery will continue the transition of the Cannabis Decoded and Crushing the Curve social media campaigns into the Health Decoded campaign. The Health Decoded campaign will address the topics of most relevance to the health and well-being of youth and young adults and their adult allies. The health education campaign is funded through unspent Substance Abuse and Prevention Treatment funds. This amendment will also work to connect pregnant and parenting women who use substances with treatment services.
With the Opioid Overdose Prevention efforts beginning in San Mateo County through the Opioid Settlement, an effort to reach adolescents and young adults through social media was also prioritized. Funds from the Opioid Settlement will be used to increase awareness about opioid/fentanyl poisoning, increase awareness about the use of naloxone and fentanyl test strips, educate target audiences about the signs and symptoms of overdose and life-saving tips to take when an overdose is occurring, and conduct provider education. To ensure continuity of effort for the program, funding will be allocated for FY 2024-26.
The resolution contains the County’s standard provisions allowing amendment of the County’s fiscal obligations by a maximum of $25,000 (in aggregate).
The amendment and resolution have been reviewed and approved by County Attorney as to form.
It is anticipated that at least 70% of program participants will have increased knowledge of the hazards of alcohol and other drug use by youth.
PERFORMANCE MEASURE:
|
Measure |
FY 2023-24 Actual |
FY 2024-25 Projected |
|
Percentage of program participants who have an increased knowledge of the hazards of alcohol and other drug use by youth |
92% 262 survey program participants |
≥70% 300 survey program participants |
EQUITY IMPACT:
During the most recent measurement period from 2018-2020, according to SMCH’s All Together Better website (https://www.smcalltogetherbetter.org/), San Mateo County (SMC) had an age-adjusted drug and opioid involved overdose death rate of 11.7 per 100,000, with significantly higher rates amongst African Americans (31.3), males (16.7), and non-Hispanic Whites (15.7). In addition, according to SMCH’s 2023 Community Health Needs Assessment, non-Hispanic Asian (67.3%), LGBTQ+ (58.9%), young adults (53.8%) and residents with a high school education or less (53.1%) report they would not know where to access treatment for drug-related problems.
The Social Changery marketing campaign will expand its current content to include opioids and other substances to address these health disparities and knowledge gap among key populations as described above. Specifically, the campaign will increase knowledge and awareness, promote community partnerships, and reduce stigmatization regarding substance use and harm reduction, with the goal of improving health outcomes. The media reach will focus on healthcare providers, community partners, youth, and individuals most at-risk for, or with, opioid-use disorders. This campaign will directly impact BHRS’ outreach and prioritize efforts towards developing messages targeting these impacted groups to reduce health disparities, substance misuse and drug-related deaths, and increase awareness and access to treatment and harm-reduction resources.
FISCAL IMPACT:
The term of the amended agreement is September 15, 2023 through June 30, 2026. The amount of the amended agreement is not to exceed $1,357,000 for the two-year eight-month term. The amendment increases the contract amount by $787,000. Funds in the amount of $579,500 are included in the BHRS FY 2024-25 Adopted Budget, with the remaining $207,500 to be included in the FY2025-26 Recommended Budget. Of that amount, the Substance Abuse Prevention & Treatment Block Grant Prevention Set-Aside will fund $337,000 and Opioids Settlement Fund will fund $450,000. There is no Net County Cost associated with this amendment.