Special Notice / Hearing: None__
Vote Required: Majority
To: Honorable Board of Supervisors
From: Michael Callagy, County Manager
Louise Rogers, Chief, San Mateo County Health
Subject: Agreement with True North, Inc. for COVID-19 Media Services
RECOMMENDATION:
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Adopt a resolution authorizing an agreement with True North, Inc. to provide media campaign services to communicate COVID-19-related public health information through creative content and media placement in an amount not to exceed $625,000 through March 31, 2022.
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BACKGROUND:
Since the emergence of the COVID-19 pandemic in early 2020, the County has taken extensive steps to prevent and respond to its spread, including funding, supporting and coordinating testing, contact tracing, isolation, quarantine and treatment for infected individuals, public health and safety communications and interventions, issuance and enforcement of health orders, health system response and vaccination programs.
As part of its response, the County has dedicated resources to ensuring countywide dissemination of essential public health information to save lives and protect health and safety. Toward this end, on May 11, 2020, the County Manager, after completing an RFP process and pursuant to authority granted by this Board under Resolution No. 077305 to enter into contracts for goods and services related to the pandemic in amounts up to $500,000, entered into an agreement with True North, Inc. to establish a San Mateo County Resiliency Media Campaign (the "Comeback Campaign).
The Comeback Campaign is designed to communicate essential public health information relating to the pandemic to the public through television, print, digital and out of home advertising in multiple languages. The Comeback Campaign, which reinforced the important public health measures of handwashing, masking and social distancing, has also been used to facilitate more targeted outreach to impacted populations.
The C...
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