RFP for Drug Free PA's Media Literacy High School Curriculum

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.




Identify health and media teachers to participate on an advisory board

October 1, 2011

Brainstorm name of program and key messages to HS administrators and teachers

November 15, 2011

Work with marketing firm & video animator to develop a program title and opening credit sequence.

December 30, 2011

Develop a list of topics/issues for content

November 15, 2011

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



Develop a rich media folder of multimedia resources that students may use in their productions. 

Jan 1, 2012

Develop website tool for youth media competition, including clear specifications for submitting files

January 15, 2011

Disseminate contest information to PA health and technology teachers

March 1, 2012

Develop research/assessment tool for student producers to complete

Jan 30, 2011

Students produce sample videos program

December 15, 2011

Select reviewers from among teachers/admin

March 1, 2012

Competition closes, March

March 1, 2012



Reviewers evaluate student work

May 15, 2012

Informal interview feedback received from health teachers

August 1, 2012

Editing of student work as needed

June 15, 2012

Compose print support materials to accompany student-produced videos

August 30, 2012

Project completed

Sept 30, 2012



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 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