COVID-19 Public Education Campaign: GAO Finds Flawed Award Process and Unnecessary Expenditure of $300 Million in Funds

Strategic Insights -

In the summer of 2020, the Office of the Assistant Secretary for Public Affairs (ASPA) within the Department of Health and Human Services (HHS) worked with procurement offices within the Food and Drug Administration (FDA) and the National Institutes of Health (NIH) to solicit proposals and make awards to two firms in support of a COVID-19 public education campaign. The primary goals of the campaign were sharing information on preventing the spread of COVID-19 and increasing vaccine acceptance. However, the GAO found that the award process was flawed, and the expenditure of $300 million in funds was unnecessary.

Key Takeaways:

  • The award process for the COVID-19 public education campaign was flawed, with ASPA officials developing and leading the campaign while FDA and NIH staff oversaw the technical aspects of the contracting process.
  • The primary goals of the campaign were to share information on preventing the spread of COVID-19 and increasing vaccine acceptance, but the GAO found that the campaign was poorly managed and lacked clear objectives.
  • Two firms, Atlas Research and Fors Marsh Group, were awarded contracts worth nearly $15 million and $250 million, respectively, to develop public service announcements and messages for the public on vaccine development and COVID-19 prevention.
  • The announcements were designed for multiple media channels, including television, radio, print, and social media, but the GAO found that the campaign's messaging was inconsistent and lacked clear direction.
  • The campaign's theme and logo, We Can Do This, was designed by Fors Marsh Group, but the GAO found that the logo was not effectively used to promote the campaign's message.
  • The then-Secretary of Health and Human Services convened a group of public health officials to review the campaign in October 2020, following congressional inquiries and negative press coverage.
  • The FDA terminated the Atlas Research contract in November 2020, following the HHS internal review, but Fors Marsh Group continued to work on the campaign.
  • The campaign was funded using COVID-19 relief funds appropriated for the Centers for Disease Control and Prevention (CDC), with $100 million initially funded by the CARES Act and $200 million from the Paycheck Protection Program and Health Care Enhancement Act.

Statistics:

  • The COVID-19 public education campaign was awarded contracts worth over $265 million to two firms, with almost $15 million going to Atlas Research and over $250 million going to Fors Marsh Group.
  • The campaign was funded using $300 million in COVID-19 relief funds appropriated for the Centers for Disease Control and Prevention (CDC), with $100 million initially funded by the CARES Act and $200 million from the Paycheck Protection Program and Health Care Enhancement Act.
  • The campaign's messaging was designed to reach multiple media channels, including television, radio, print, and social media, but the GAO found that the campaign's messaging was inconsistent and lacked clear direction.
  • The We Can Do This logo was designed by Fors Marsh Group, but the GAO found that the logo was not effectively used to promote the campaign's message.
  • The FDA terminated the Atlas Research contract in November 2020, following the HHS internal review.

Sources:

  • U.S. Government Accountability Office (GAO)
  • Department of Health and Human Services (HHS)
  • Office of the Assistant Secretary for Public Affairs (ASPA)
  • Food and Drug Administration (FDA)
  • National Institutes of Health (NIH)
  • Centers for Disease Control and Prevention (CDC)
  • CARES Act and Paycheck Protection Program and Health Care Enhancement Act