Intent to Award Sole Source Contract to Ad Council

This procurement will be awarded using other than full and open competition procedures in accordance with FAR 6.302. This is not a request for competitive proposals; however, all interested parties who believe they can meet the requirements are invited to submit in writing complete information describing their ability to meet these requirements. Information received as a result of this notice will be considered solely for the purpose of determining whether to conduct a competitive procurement and will be at the sole discretion of the Contracting officer. If no written responses are received at least ten (10) days after the publication of this synopsis, the contract will be awarded without further notice. Per FAR 6.302-1, The Food and Nutrition Service (FNS) proposes to award a contract to the Ad Council on a sole source basis for a national public service campaign to raise public awareness to promote healthier eating and combat obesity about this problem, clear and sustained messages using a variety of strategies must be consistently utilized. Through a partnership with the Walt Disney Studios Home Entertainment, the Ad Council has enabled FNCS to utilize Jungle Book and Pinocchio characters to remind parents that healthy lifestyle habits are essential for a child's mind and body. Through Public Service Announcements (PSAs) and other materials, these characters illustrate to viewers of all ages that it is fun to "Eat Right," "Be Active," and "Make it Balance." The Disney characters are helping FNCS to expand its campaign to educate people about healthful eating and physical activity. In order to continue the momentum of this existing campaign which has generated over $53 million in donated media, FNCS plans to extend the campaign by building on its successes. The continuation of this campaign is extremely important as it supports the Administration's efforts to combat obesity, reinforces the healthy lifestyle messages of MyPyramid.gov and will help build awareness of the new Dietary Guidelines that will be released in 2010. (The Dietary Guidelines for Americans are jointly issued and updated every 5 years by USDA and Health and Human Services (HHS) and provide information about how good dietary habits can promote health and reduce risks for major chronic diseases.) When those new Guidelines are issued, many families may be confused or want more information. This campaign can help alleviate some of the confusion as well as provide information through radio, television, print and outdoor public service advertising. The current Guidelines are graphically depicted by MyPyramid, which was released April 19, 2005. The Guidelines encourage consumers to: • Make smart choices from every food group. • Find their balance between food and physical activity. • Get the most nutrition out of calories.