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COUNTY OF SAN MATEOInter-Departmental Correspondence |
Health Services Agency |
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DATE: |
April 4, 2003 |
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BOARD MEETING DATE: |
April 22, 2003 |
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TO: |
Honorable Board of Supervisors |
FROM: |
Margaret Taylor, Director of Health Services |
Brian Zamora, Director of Public Health and Environmental Protection
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SUBJECT: |
Amendment No. 2 to the Agreement with AT&T Media Services for San Mateo County AIDS Program - Social Marketing Campaign |
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Recommendation |
Adopt a resolution authorizing the President of the Board of Supervisors to execute Amendment No. 2 to the Agreement with AT&T Media Services. |
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Background |
On September 10, 2002, your Board executed an agreement with AT&T Media Services to air media spots for the Used Oil, Stormwater and Household Hazardous Waste programs within the Public Health and Environmental Protection Division. The agreement term is from September 2, 2002 through August 31, 2005, with the maximum amount $180,000. Your Board also executed an amendment to the agreement to air media spots for tobacco cessation services to pregnant and lactating women for the Smoke Free Start for Families Program on February 4, 2003. The amendment increased the amount of the agreement by $18,000, bringing the contract total to $198,000. |
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San Mateo County AIDS Program - Social Marketing Campaign (SMCAP) is a comprehensive HIV prevention program designed specifically for young people. The campaign addresses the needs of young people and gives them clear, objective information and guidelines regarding HIV prevention and testing. |
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Discussion |
Amendment No. 2 to this agreement adds media services for the AIDS Program Social Marketing Campaign and increases the total amount of the agreement by $25,000 from $198,00 to $223,000. The goal of SMCAP is to work with young people in the areas of East Palo Alto, Daly City, Redwood City and San Mateo to increase awareness about HIV risk factors and prevention techniques, to raise the awareness of the importance of HIV testing and counseling, and to increase the number of young people between the ages of 15-24 who test for HIV. |
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AT&T Media Services will work with SMCAP staff over a period of six months to determine the most effective methods to reach the target audiences with a television ad. In collaboration with SMCAP, the contractor will create the script, recruit and screen the talent needed, develop, edit, and place the ad. Contractor will report to SMCAP the number of people who viewed the spots. The duration of the SMCAP campaign will be six months, and outcomes will be evaluated at the end of the period. |
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Performance Measure |
FY 2002-03 |
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Number of times ad will appear |
51 |
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Vision Alignment |
This amendment to the Agreement with AT&T Media Services keeps the commitments of ensuring basic health and safety for all and goal number 5: Residents have access to healthcare and preventive care. It also keeps the commitment of goal number 8: Help vulnerable people - the aged, disabled, mentally ill, at-risk youth and others - achieve a better quality of life. The amendment contributes to this commitment and goals by raising the public's awareness about HIV/AIDS prevention and the services available from the San Mateo County AIDS Program. |
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Fiscal Impact |
The amendment does not change the original contract term of September 2, 2002 through August 31, 2005. The amount of the original agreement was $180,000. The amendment for tobacco cessation services added $18,000 and this amendment adds $25,000 to the agreement, bringing the contract total to $223,000. The additional $25,000 is included in the Fiscal Year 2002-03 AIDS Program adopted budget and is fully funded by grant funds from the California State Department of AIDS. There is no net County cost associated with this amendment. |