Submit a proposal to create a high school curriculum and video production contest for high school students
Overview. We are seeking a contractor to develop and implement a video-based curriculum that uses youth-created YouTube videos to introduce key concepts of media literacy and substance abuse prevention, focusing on issues related to alcohol, tobacco and prescription drugs. Students view and discuss videos in the classroom and are encouraged to make their own videos using a simple and well-structured production process.
Rationale. This generation of students is actively consuming user-generated content more than ever before, preferring to watch YouTube videos more than traditional broadcast or cable television. Marketers have discovered that they can attract large audiences by inviting people to create videos that feature their products, enrolling people in their brands through cultivating and rewarding creativity. Near-peer messaging using video can be an effective mechanism to introduce the need for critical thinking about the media in relation to alcohol, tobacco and substance abuse prevention because young adults are attractive role models in the eyes of high school students.
Educational Materials. The curriculum will include originally-produced videos with print support materials. The content will consist of 3-6 YouTube videos, produced by college students, that document the process of engaging in critical analysis of the representation of alcohol, tobacco and prescription drugs in various types of mass media, including advertising, movies, videogames, music and celebrity culture. Each video will be introduced with a professionally produced animated title sequence. Youth-produced videos will illustrate one or more of the key concepts of media literacy and model the practices of accessing, analyzing, composing, reflecting and taking action. For example, one video may use comparison/contrast techniques to distinguish between the glamorous depiction of alcohol in music videos to the often tragic reality of alcohol abuse as it impacts social relationships and health. Another video may uncover various marketing “street teams” that promote tobacco products at concerts and other youth venues. Another video may look at the abuse of prescription drugs in relationship to music and media messages about the “altered state.”
These videos will have a distinctly amateur feel but will carefully meet our standards for goals in terms of content and information, themes, tone and key messages. Videos will be solicited via a nationwide call for submissions with a $500 prize for any of the 3-6 videos included in the final curriculum. A committee comprised of public health and communications experts will select winners from all submissions. Selected videos will be (1) outstanding in terms of media literacy content and messaging and (2) complementary in terms of topic and theme. Up to two videos will be selected for each of the key substances of interest: tobacco, alcohol, and prescription drugs.
DETAIL OF TIMELINE AND Production Process
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PLANNING |
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Identify health and media teachers to participate on an advisory board |
October 1, 2011 |
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Brainstorm name of program and key messages to HS administrators and teachers |
November 15, 2011 |
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Work with marketing firm & video animator to develop a program title and opening credit sequence. |
December 30, 2011 |
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Develop a list of topics/issues for content |
November 15, 2011 |
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Hold a teleconference with a group of high school health teachers to gather information about their needs and attitudes about media literacy curriculum resources. |
November 1, 2011 |
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COMPETITION IS ANNOUNCED |
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Develop a rich media folder of multimedia resources that students may use in their productions. |
Jan 1, 2012 |
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Develop website tool for youth media competition, including clear specifications for submitting files |
January 15, 2011 |
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Disseminate contest information to PA health and technology teachers |
March 1, 2012 |
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Develop research/assessment tool for student producers to complete |
Jan 30, 2011 |
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Students produce sample videos program |
December 15, 2011 |
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Select reviewers from among teachers/admin |
March 1, 2012 |
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Competition closes, March |
March 1, 2012 |
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REVIEW AND MATERIALS DEVELOPMENT |
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Reviewers evaluate student work |
May 15, 2012 |
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Informal interview feedback received from health teachers |
August 1, 2012 |
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Editing of student work as needed |
June 15, 2012 |
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Compose print support materials to accompany student-produced videos |
August 30, 2012 |
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Project completed |
Sept 30, 2012 |
Deliverables:
You will deliver:
· 3 – 6 videos as digital files
· Rich media database of educational materials for use by student production teams
· Print support materials as Word document (to include program rationale, discussion questions for use with videos, and a production process map)
· Research/assessment tool
Not Included:
· Web production expenses for embedding videos and PDFs
· Copyediting and graphic design services for print materials
· Marketing/promotional materials
· Event to celebrate winners
CONTRACT AWARD
Contract award of $60,000 will include these anticipated expenses:
Web Hosting, Design Work, Video Animation $ 3000
Student Awards $ 3000
Meeting and travel expenses $ 2000
Project Manager, 12 months $42,000
Curriculum consultant (Hobbs) $ 5,000
Assessment consultant (Primack) $ 5,000
TOTAL $60,000
Proposal Submission Process
DEADLINE: September 30, 2011
To submit a proposal, please send a detailed letter that responds to these questions:
1. After reviewing DFPA’s current resources and materials on substance abuse prevention and media literacy, describe in detail the current project’s goals and objectives in your own words. What are the unique features of this instructional model? What will be the particular opportunities and challenges associated with implementing this program?
2. Provide information about project manager’s background, qualifications and experience to address the requirements outlined in this RFP.
3. Provide any necessary adjustments or modifications to the timeline as appropriate.
4. Describe a similar project or process you have managed, explaining what lessons you learned that will guide your work on this project.
5. Provide resumes for project manager and short biographies of other team members as appropriate.
Contractor will be selected by October 15 and expected to begin work immediately.
Submit materials to:
Joseph R. Morales, Sr.
Executive Director
Drug Free Pennsylvania, Inc.
300 N. 2nd Street, Suite 1215 Harrisburg, PA
17101
(tel) 717.232.0300 / 800.533.3394
(web) www.drugfreepa.org
www.drugfreesolutions.org / www.straighttalkforparents.org / www.medialitpa.org