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Health department extends Force 5 media contract to promote community health workers
Summary
Renata Williams told commissioners the county will extend a Force 5 advertising contract (originally approved in March 2023 with CDC grant funds) to expand outreach for community health workers; staff said prior deliverables are complete and the campaign aims to increase reach beyond recent annual social-needs assessments.
Renata Williams, director in the Saint Joe County Department of Health, asked the board Sept. 10 to approve an addendum and extension to the county's Force 5 media contract so the department can begin running a paid advertising campaign for its community health worker (CHW) program.
Williams told the board the contract was initially approved in March 2023 using CDC grant funds and that the contractor has completed key deliverables including CHW professional headshots, a landing page and a commercial with script and voice-over. "We shot a commercial. They did the script, the voice over," Williams said. She added that the department still has CDC funds available to run the campaign and needs to begin invoicing so the commercials and digital ads can launch.
On outreach, Williams described recent internal tracking: "In the beginning, we started off maybe with reaching, a 152 people in 1 year... Last year, we did almost 990," referring to social-needs assessment contacts used to measure outreach. She said the media campaign could "potentially double" reach but that additional staff would be required to support expanded work.
A commissioner asked whether the department had hard outcome data showing the advertising increased vaccinations or other specific services; Williams said the department is still measuring those effects and that the contract extension will allow broader outreach tied to the department's ongoing community work. After discussion, the board moved, seconded and approved the Force 5 contract addendum extension in a voice roll call.
The county will begin invoicing and work with Force 5 to place the commercials on radio and digital outlets; Williams said the campaign's exact reach and service outcomes will be measured and reported back to the county.
