A comprehensive strategy with an emphasis on marketing and communications, physical activity planning and program development.
Thirteen communities within Grey and Bruce Counties along with the Grey
Bruce Health Unit and support from both County Councils are embarking
on an initiative to develop a strategy to benefit both residents and
Funding has been secured by thirteen communities (as listed below),
County Councils, Grey Bruce Partners In Health and the Ministry of
Health Promotions - Communities In Action Fund.
Partners include Township of Huron Kinloss, Lucknow & District
Joint Recreation Board, Municipality of Meaford, Municipality of
Kincardine, Town of Saugeen Shores, Town of Hanover, Municipality of Brockton, Municipality of South Bruce, Municipality of
Arran-Elderslie, Municipality of West Grey, Town of The Blue Mountains,
Town of South Bruce Peninsula Municipality of Grey Highlands, Grey Bruce Health Unit
ACTIVE 2010 is a comprehensive strategy to increase participation in
sport and physical activity throughout Ontario. It comprises the
sport strategy and physical activity strategy which together address
the development of amateur sport and initiatives to increase physical
activity in Ontario.
Goals of ACTIVE 2010 are
- To create opportunities for Ontarians to become involved in quality sport activities
- To enhance opportunities for Ontarians to participate in daily physical activity
To increase the number of Ontarians who value and believe participation
in sport and physical activity is an integral and essential part of
life in Ontario.
The Objectives of ACTIVE 2010 are:
- Increase physical activity from 48% to 55% by 2010
- Implement the sport strategy in partnership with sector stakeholders.
- Enhance sport development leading up to the 2010 Olympics
- Leverage government resources to strengthen the sport, physical activity and recreation sector.
2.0 Project Purpose
To develop a Physical Activity Strategy that will provide effective
planning tools to mobilize community action as it relates to increasing
physical activity levels for the next 4 years and beyond.
Available data indicates that 54% of Grey Bruce residents have a level
of physical activity considered inactive, slightly higher than the
provincial average of 50%.
Data also indicates that the health status of the general population is
below what could be expected given the experience in all of
Ontario. Bruce County is considered a "hot spot" in Ontario in
terms of having a high rate of heart disease.
Circulatory disease accounts for 40% of the deaths in Grey Bruce.
Approximately 600 deaths per year are related to circulatory disease.
Over the last 10 years or so, mortality rates for circulatory have
declined significantly in Ontario and Southwest Ontario, however,
decreases in the rates for Grey and Bruce Counties have been smaller
and non significant. Age standardized mortality rates of circulatory
disease in Bruce County are significantly higher than Ontario rates.
Rates for Grey County are slightly higher than Ontario.
Challenges facing this group of municipalities in undertaking a comprehensive planning process include:
- municipalities are small and have limited staff and programming resources
- recent municipal restructuring has changed the way recreation services are delivered
communities to be served have a dispersed population and engaging
community residents from outlying areas in programming and sport
strategies is difficult.
3.0 Project Approach/Philosophy
Three approaches to addressing how we attempt to change behaviour have guided the discussions.
The Education Approach - information giving, skill development and training
The Policy Approach - adoption of formal or informal policies by
responsible bodies that can contribute to norms that promote healthy
The Environmental Approach - community development activities such as
health advocacy initiatives with high media profile, support groups,
special events, information and services, promotions and advertising.
To have a large impact on behavior in a population, you need to include all three approaches in your project.
Source: Ministry of Health
Healthy Lifestyles Promotion Program
Community Health Promotion In Action Guide
4.0 Goals and Strategies
- To educate residents about the health benefits of daily physical activity
- To create opportunities for a collaborative and community specific strategies to increase phyysical activity.
- To increase all residents level of physical activity - target 10% increase by 2010
This strategy is intended to emphasize the importance of physical
activity and the key measures needed in the Counties of Grey and Bruce
to increase activity levels. In particular the strategy aims to
- Persuade the public and key decision makers that physical inactivity is a major health threat
- Offer a clear strategy for increasing levels of physical activity
- Encourage greater joint planning, promotion and implementation across a common set of priorities
- Maximize the match between the Grey Bruce Physical Activity Strategy and that of other key regional and national initiatives
- Prioritize a number of key projects that will make significant in-roads to achieving the strategy's goals in the early years
Note: The communities would expect the plan to include, but not
necessarily be limited to, strategies such as the following:
To ensure that ACTIVE Grey Bruce 2010 is promoted and highly visible.
The collaborative wishes to develop a brand or theme that will be used
consistently throughout Grey and Bruce Counties, to generate brand
- Create seasonal promotional tools
Create a toolkit with templates that could be used by all Community
Action Teams to promote the initiative within their organizations and
to their clients
- Compile best practices for social marketing strategies
- Recommend innovative social marketing strategies and identify steps for implementation
To ensure that a consistent message is utilized by all partners.
Recommend an annual communications strategy including vehicles for
distribution (i.e. website, libraries, school newsletters, media).
Recommend the best strategy for web site design considering ongoing
maintenance and financial obligations - possibly linked to existing
Review and recommend the purpose and design of a website (i.e. event
information, education resources tracking, testimonials).
To motivate community engagement.
- Recommend strategies for overcoming identified barriers to active living
- Design an ACTIVE Grey Bruce 2010 launch with implementation strategy for 13 communities
- Campaign/Contest as part of the launch
- Creation of annual/seasonal signature events
Recommend 4 event strategies (leading up to 2010) that are specific to
target groups as identified in community assessments/current research
via Ministry, Public Health, Owen Sound Physical Activity Plan
Identify existing events and promotional activities and recommend
strategies to promote and implement locally (i.e. Summer Active -
Provincial, Turn of The Screens - Public Health).
To ensure ease of use and long term sustainability.
- Products for staff or community volunteers - Tool Kits, How-To Packages
Provide tools for community engagement which will be instrumental to
the implementation of strategies - as visioned through the Community
To ensure best/promising practices are considered.
Compile existing best practices from local, provincial and
international sources in regards to promoting Active Lifestyles and
suggest strategies for implementation across Grey and Bruce communities
- Identify education and awareness resource material for reproduction or distribution either via the web or some other format
To ensure long term sustainability through the creation of diverse community commitment.
- Develop a strategy to generate corporate sponsorship and garner community support
- Create sponsorship package to be included in the Marketing Tool Kit
Community Partnerships Strategy
To ensure that strategies are tied to appropriate links in the community
- Develop a community engagement package/presentation to include:
- ACTIVE Grey Bruce 2010 purpose and "what's in it for me" messaging
Written commitment to facilitate buy in from all sectors that clearly
indicates their involvement to increasing the physical activity levels
of Grey Bruce residents by 10% by the year 2010
Identify sectors and suggestions for their role that fits with the
overall governance structure (i.e. Workplace, Schools, Health Care
Providers, Minor Sport Groups, Tourism).
To ensure a simplistic methodology to track outcomes/successes.
- Consider existing tracking methodologies (i.e. within the health care
system or Municipal Performance Standards) to use as a starting point
or to collaborate with.
Recommend tools each community will use to track the overall
effectiveness of ACTIVE Grey Bruce 2010 campaign annually for the next
- Measurement process should be as simple and cost effective as possible
To ensure an operating infrastructure is in place to sustain project momentum to 2010.
- Recommend an overall governance structure to operationalize the strategies for years to come.
- Define role and structure of Community Action Teams i.e. local advocacy
- Define role and structure of the ACTIVE Grey and Bruce Steering Committee
Consider and make recommendation for ongoing operating funds to ensure
sustainability for current and future partners/communities.
- Consider opportunities to merge with other community health networks and initiatives.
5.0 Public Consultation
Identify and obtain input from stakeholders to determine strategies and gage commitment
Stakeholders to include but not limited to, community organizations,
community sport groups, school board officials, staff and students,
public health staff, municipal leaders, volunteers of health
organizations, the general public
Six (6) - Key Informant Interviews/Focus Groups with the following:
Media, Health/Social Professionals, School Boards, Wellness Private
Two (2) - Workshops For Community Action Team Leaders
Participation will be by invitation with selection process to be guided by the Consultant.
- To inform, motivate and engage community leaders for community action teams
To provide tool kits including a power point presentation to facilitate
the development of community Action Teams in each of the 13 communities.
6.0 Information Available
- Other Physical Activity Plans
- Related Public Health documents/reports and staff
- Community Matters Document - United Way
- Ministry of Health Promotions - Sport and Recreation Branch - Regional Consultant
- ACTIVE 2010 website
- County of Bruce
- County of Grey
- Individual Municipalities and their representatives
- OPHEA, PARC, CIRA, PAL
7.0 Work Plan/Work Approach
The Physical Activity Strategy shall be a "User Friendly" document with
information and recommendations of the Strategy to be readily
accessible and easily understood by the community user. The
Consultant shall provide the Committee with the following:
- 25 copies of the final report including relevant appendixes and tool kit resources
- (all Tools/Templates should be able to be manipulated/camera ready).
- 15 digital copies in PDF format, burned on CD - including report analysis and evaluation data
- 15 copies of the Initial Draft Report (preliminary report)
Organization and facilitation of six (6) key informant sessions and two
(2) Community Action Team Leader workshops. These
sessions/workshops to be planned in consultation with the Physical
Activity Steering Committee. Note that hall rental, refreshments,
audio visual aids to be supplied by the host municipality as well as
assistance with session coordination.
- Monthly review meetings with the Steering Committee (maximum of 10)
- Final presentation to the Steering Committee
- Listing of groups referenced
The Strategy shall represent a targeted, focused and comprehensive
approach to increasing physical activity in Grey and Bruce
Counties. The Physical Activity Strategy document shall encompass
the deliverables as outlined in section 4.0 with key recommendations
Recommend detailed, sound and realistic financial forecasts for the operational maintenance of Physical Activity Strategy.
Provide community how to tools/templates that will determine success of the Strategy.
It is anticipated that the awarding of the Physical Activity Strategy
will take place in February 2006. The study period and final
draft plan will occur March 2006 through to December 2006 with the
following suggested key milestones.
March 2006 Initial meeting with Steering Committee to introduce work plan and schedule
April 2006 Establish Key Informant Plan
May/June 2006 Key Informant meetings are conducted
July 2006 Key Informant Debrief and Community Action Team Planning
September 2006 Draft Preliminary Report Due to Committee
October 2006 Community Action Team Workshops
November 2006 Final Report Presentation and Plan for Launch
December 2006 Plan for Launch
January 2007 Launch
8.0 Roles and Responsibilities
The consulting firm may subcontract and oversee a team of consultants
with specific expertise in one or more of the following areas:
research, physical activity planning and program development, community
development, partnership development, and marketing and communications
(including social marketing).
The consultant shall report to and communicate with the Steering
Committee at monthly meetings and consider all Committee consensus
input towards the Physical Activity Strategy recommendations. To
ensure consistent and effective communications, the principal liaison
for the Committee shall be the Chair of the Steering Committee, who
shall receive a written status report prior to monthly meetings with
the Steering Committee.
Administration and prep for key informant meetings will be done in conjunction with Steering Committee.
It will be the responsibility of the Consultant to provide their own
office location and all office requirements to complete the Physical
Activity Strategy. They must supply the committee a fax number,
phone number and email, with cell number being optional.
9.0 Reporting Format
- Develop work plans and project tasks
- Provide monthly progress reports
- Provide Preliminary Report
- Provide Final Report
$35,000 to $40,000 ceiling including taxes
11.0 Proposal/Submission Requirements
Request for Proposals are to be received in a sealed envelope by the Town of
Saugeen Shores no later than 4:00 PM on Tuesday February 21, 2006.
8 copies of the proposal must be submitted to
ACTIVE Grey Bruce 2010 Committee
c/o Jayne K. Jagelewski
Manager of Recreation and Culture
Town of Saugeen Shores
Port Elgin, ON N0H 2C0
The proposals must include the following information:
- The key individual and other personnel to be involved in the development of the Physical Activity Strategy
- Experience with similar projects and references for said projects, plus visual aids of recent studies if available
- A general approach description and a comprehensive work program for addressing all elements of the RFP.
A detailed work plan and schedule broken down to identify major tasks
and time lines for each with confirmation that the proposed schedule
for the project is realistic or alternatively, submission of a
tentative schedule proposed by the consultant outlining the work plan
and process to achieve the objectives of the project.
- A clear understanding of the project objectives as outlined in 4.0.
- Detailed description of project approach and methodology.
A detailed financial quote for completing all aspects of the Physical
Activity Strategy including estimated cost value applied to each of the
Objectives/Strategies as outlined in 4.2.
- Must name subconsultants including contact name and reference
- A fee schedule of each person/sub consultant associated with the project.
- Identification of the lead firm and principal contact person.
List of contact persons from previous projects noted who would provide
reference for the firm and its ability to carry out this project.
12.0 Qualification/Selection Criteria
Consultants will be short-listed to present their specific proposals to
the Selection Committee by Monday March 6th, 2006. The committee
shall assess the presented proposals in the following areas:
- Resources and experience of the consultant firm in successfully completing similar work.
- Experience, qualifications and availability of consultant team members and any named subconsultants.
Demonstrated ability of the consultant to develop and produce a
financially responsible and implementable Physical Activity Strategy
which includes all study components listed in Section
Evidence of successful application of processes in one or more of the
following areas: research, physical activity planning and program
development, community development, partnership development, and
marketing and communications (including social marketing).
- Proven ability to meet time-lines and budgets on past comparable projects.
Understanding of objectives as stated in Section 3.0 and 4.0, including
effectiveness, applicability, completeness and presentation of the work
- Financial quote.