Item:
Title
Approval of Budget Ordinance Amendment No. 21BCC000096 Allocating $75,325 of Contingency Set Aside Funds to Support the Durham Recovery and Renewal Task Force's (RRTF) Back on the Bull Communications Plan Phase 4
Body
Date of BOCC Meeting: March 8, 2021
Request for Board Action:
Agenda Text
The Board is requested to approve Budget Ordinance Amendment No 21BCCC000096 appropriating $75,325 of contingency set aside funds budgeted in Nondepartmental hiring freeze funding to the County Manager's budget to support the Back on the Bull Communications Plan Phase 4. Funding will support half of the proposal submitted by RRTF's Communications Team (included as an attachment) that would fund four months of a broad-based communications campaign through our local Back on the Bull campaign that encourages vaccination and the continuation of practices that can mitigate community spread.
The plan has been designed to complement and bolster other communications efforts by partners including Duke Health and Public Health. The proposal calls for a total investment of $150,650 that RRTF recommends be split between the City and County ($75,325 each). The City Council approved their $75,325 portion on February 15. The County previously approved $132,000 in campaign funds, which was matched by the City, to fund the first 3 phases of the Back on the Bull Public Health Communications Campaign. This request was presented and discussed during the March 1, 2021 work session.
The funding supports a strategic communications campaign that:
* Provides weighted targeting of messaging to historically marginalized communities who have been disproportionately affected by the pandemic.
* Recruits and regularly highlights trusted messengers and influencers in Durham who have either gotten the vaccine or pledge to get it when it becomes available and who can educate and inform residents about the safety, efficacy, and critical importance of receiving the vaccine as early as p...
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