Draft Performance Work Statement
Veteran Suicide-Prevention Outreach Campaign
Facility/Area [FACILITY / HSA / STATE]
Background
Veteran suicide prevention is the Veterans Health Administration's top clinical priority. While national campaigns build broad awareness of the Veterans Crisis Line and available resources, veterans, caregivers, and family members are most often moved to act by messaging that reflects their own community, service era, language, and local support network. There is a demonstrated need for locally activated outreach that complements — rather than duplicates — national campaigns, closing the gap between national awareness and local connection to care.
Scope
This Performance Work Statement covers audience research, creative development, clinical review coordination, media planning and placement, community partner activation, and measurement and reporting for a veteran suicide-prevention outreach campaign within [FACILITY / HSA / STATE], for a base period plus up to four option years as described in Section 7.0.
Objectives
- Define and validate a priority veteran, caregiver, and family segment for the area of performance, including rural, language, and service-era sub-populations.
- Produce a measurable behavioral outcome: increased engagement with, and connection to, crisis and support resources among the defined segment.
- Achieve measurable activation of the defined segment through channels, partnerships, and messaging demonstrated to reach that segment effectively.
Tasks
4.1 Audience Research & Segmentation
The Contractor shall conduct veteran population and channel analysis for the area of performance, identifying priority sub-populations by service era, language, geography (including rural households), and caregiver/family status, and shall document findings in a Segmentation & Channel Plan.
4.2 Creative Development & Cultural Adaptation
The Contractor shall develop culturally and linguistically appropriate creative assets across digital, print, and direct-mail formats, adapted to identified sub-populations, compliant with VA/SAMHSA/AFSP safe-messaging standards, and displaying the Veterans Crisis Line (988, Press 1) on every asset in every language of production.
4.3 Media Planning & Placement
The Contractor shall develop and execute a media plan sized to the approved budget across digital, community, and direct-mail channels, prioritizing rural and underserved households and validated high-risk sub-populations identified under Task 4.1.
4.4 Community Partner Activation
The Contractor shall identify and activate community partners (veteran service organizations, faith-based organizations, employers, and family/caregiver networks) to extend campaign reach and credibility, and shall document partner agreements and activation activity.
4.5 Clinical Review Coordination
The Contractor shall route all creative through the Government's designated Suicide Prevention Coordinator(s) (SPC) or equivalent clinical reviewer prior to production and prior to launch, and shall incorporate all required revisions before public release.
4.6 Measurement & Reporting
The Contractor shall track and report resource contacts, referrals, connection events, cost-per-veteran-reached, and other metrics specified in the Quality Assurance Surveillance Plan, culminating in a Final Impact Report with recommendations.
Deliverables
| Item | Quantity | Due Date |
|---|---|---|
| Segmentation & Channel Plan | 1 | 30 days after award |
| Creative Concept Package (2 rounds) | 2 rounds | 60 days after award |
| SPC-Approved Final Asset Set | 1 per campaign phase | 75 days after award |
| Media Plan & Flight Schedule | 1 | 80 days after award |
| Community Partner Activation Log | Monthly | Monthly, throughout PoP |
| Weekly Activation & Optimization Log | Weekly | Weekly, during activation |
| Monthly Progress Report | Monthly | 5th business day of following month |
| Final Impact Report | 1 | 30 days before end of period of performance |
Performance Standards — Quality Assurance Surveillance Plan
| Task | Objective | Standard | AQL |
|---|---|---|---|
| 4.1 Audience Research & Segmentation | Ensure outreach is targeted to validated at-risk sub-populations | Segmentation Plan approved by COR within 30 days of award | No more than 1 revision cycle to reach approval |
| 4.2 Creative Development & Cultural Adaptation | Ensure creative is clinically safe and culturally appropriate | 100% of assets bear Veterans Crisis Line messaging; safe-messaging standards followed | Zero noncompliant assets released to production |
| 4.3 Media Planning & Placement | Ensure media spend reaches priority populations on schedule | Media plan executed within 5 business days of approved flight schedule | 95% on-schedule placement rate |
| 4.4 Community Partner Activation | Extend credible local reach through partner organizations | Minimum [X] active community partners documented per reporting period | No fewer than [X] partners active at any time during activation phase |
| 4.5 Clinical Review Coordination | Prevent release of clinically unsafe or noncompliant content | 100% of public-facing assets carry documented SPC sign-off prior to launch | Zero assets launched without sign-off |
| 4.6 Measurement & Reporting | Provide the Government verifiable, timely performance data | Monthly reports submitted by the 5th business day of the following month | No more than 1 late report per 12-month period |
Period of Performance
| Period | Duration |
|---|---|
| Base Period | 12 months from date of award |
| Option Year 1 | 12 months, at Government's discretion |
| Option Year 2 | 12 months, at Government's discretion |
| Option Year 3 | 12 months, at Government's discretion |
| Option Year 4 | 12 months, at Government's discretion |
Government-Furnished Information
- Suicide Prevention Coordinator (or equivalent) point of contact and review availability
- Existing branding, style guides, and prior campaign materials, if any
- Access to de-identified aggregate veteran demographic data for the area of performance
- VA/SAMHSA/AFSP safe-messaging guidance documents in effect at time of award
Applicable Standards
- Section 508 and WCAG 2.1 AA accessibility standards for all digital assets
- VA communications and public affairs policy in effect at time of award
- Crisis resource accuracy: Veterans Crisis Line (988, Press 1) verified current on every asset
- Mandatory clinical review and sign-off by SPC or equivalent prior to production and launch
Place of Performance
Work shall be performed primarily at the Contractor's facilities, with on-site coordination as required at [FACILITY / HSA / STATE] for clinical review, community partner engagement, and campaign activation activities.