(f) for media that targets individuals in local areas with higher suicide rates. (c) Use of funds (1) Required uses (A) In general The Director, in coordination with the Assistant Secretary, shall use amounts made available under subsection (f) for the following, with respect to the national media campaign: (i) The purchase of advertising time and space, including the strategic planning for, and accounting of, any such purchase. (ii) Creative services and talent costs. (iii) Advertising production costs. (iv) Testing and evaluation of advertising. (v) Evaluation of the effectiveness of the national media campaign. (vi) Operational and management expenses. (vii) The creation of an educational toolkit for television and social media platforms to use in discussing suicide and raising awareness about how to prevent suicide. (B) Specific requirements (i) Testing and evaluation of advertising In testing and evaluating advertising under subparagraph (A)(iv), the Director, in coordination with the Assistant Secretary, shall test all advertisements after use in the national media campaign to evaluate the extent to which such advertisements have been effective in carrying out the purposes of the national media campaign. (ii) Evaluation of effectiveness of national media campaign In evaluating the effectiveness of the national media campaign under subparagraph (A)(v), the Director, in coordination with the Assistant Secretary, shall take into account— (I) the number of unique calls that are made to the suicide prevention hotline maintained under section 520E–3 of the Public Health Service Act ( 42 U.S.C. 290bb–36c ) and assess whether there are any State and regional variations with respect to the capacity to answer such calls