DBH - Ohio Youth Suicide Prevention Messaging & Outreach Campaign

I. MISSION & GUIDING PRINCIPLES The mission of the Ohio Department of Behavioral Health (DBH) is to provide statewide leadership of a high-quality mental health and addiction prevention, treatment and recovery system that is effective and valued by all Ohioans. DBH strives to be a national leader in implementing a comprehensive, accessible, and quality-focused system of addiction and mental health care and wellness for all Ohio citizens. II. PURPOSE The Ohio Department of Behavioral Health (DBH) is seeking proposals from qualified contractors to plan, design, develop, pilot, and implement a statewide youth suicide prevention messaging and outreach campaign. The campaign will amplify youth voice, incorporate perspectives of suicide loss survivors, and deliver evidence-informed content that strengthens protective factors, increases help-seeking behaviors, and supports early intervention among youth. Required activities include community engagement, youth and loss survivor collaboration, content development, testing, distribution planning, evaluation, and the creation and management of the campaign's digital ecosystem, including a standalone campaign website and campaign-branded social media channels. All messaging must align with DBH priorities, including clear connections to 988 and Mobile Response and Stabilization Services (MRSS). III. BACKGROUND Youth suicide continues to be a significant public health concern in Ohio, with elevated rates of suicide deaths and self-harm behaviors in several high-need and high-prevalence counties. There is a need for modernized, culturally responsive, and youth-centered messaging that resonates with diverse communities across the state. Ohio's youth, families, caregivers, and prevention partners have expressed a need for updated public content that is relatable, accessible, and grounded in real experiences. Youth leaders, suicide loss survivors, and credible messengers such as athletes have demonstrated strong potential to reduce stigma and normalize conversations around mental health. DBH seeks a Contractor with expertise in suicide prevention, youth engagement, creative strategy, and behavior-change communication to develop a cohesive statewide campaign that elevates youth voice and expands access to accurate, hopeful, and actionable information. IV. SCOPE OF WORK AND DELIVERABLES
The Contractor shall complete all work and deliverables outlined in Goal Areas 1through 5.
Goal 1: Establish a coordinated engagement process to ensure youth, loss survivors, and community partners inform campaign development. Objective 1.1: By February 7, 2026, establish a Content Advisory Team composed of youth and suicide loss survivors and other subject matter experts representing high-need and high-prevalence communities.
Objective 1.2: By February 28, 2026, convene at least two virtual planning meetings with the Content Advisory Team and DBH to refine campaign messaging priorities, tone, local context, and alignment with 988/MRSS.
Objective 1.3: Throughout the contract period, engage at least three Alcohol Drug and Mental Health (ADAMH) Boards and/or community coalitions to gather input on local needs, and effective rollout pathways.
Goal 2: Develop, test, and refine campaign messages and materials that promote youth suicide prevention, protective factors, and help-seeking behaviors. Objective 2.1: By March 20, 2026, produce at least eight (8) draft campaign assets informed by youth and loss survivor input.
Objective 2.2: By April 30, 2026, test at least two innovative campaign concepts (e.g., storytelling, peer-to-peer challenges, athlete-amplified content) with youth and community partners.
Objective 2.3: By May 31, 2026, finalize a minimum of fifteen (15) campaign assets based on pilot testing and stakeholder feedback.
Objective 2.4: By May 31, 2026, develop a campaign customization toolkit for local partners, including guidance for adapting materials and integrating local resources and 988/MRSS information.
Goal 3: Support statewide reach by preparing for implementation with local partners. Objective 3.1: By March 31, 2026, develop and submit a county and school-based outreach plan outlining dissemination strategies, youth engagement approaches, and integration with local prevention systems.
Objective 3.2: Throughout the contract period, collaborate with ADAMH Boards, youth-led groups, and community coalitions to prepare campaign materials for local adaptation and dissemination. Objective 3.3: Throughout the contract period, document local adaptations and implementation insights to support statewide scaling.
Goal 4: Design, develop, host, and maintain the campaign's full digital ecosystem, including the standalone campaign website, campaign-branded social media channels, and the online hosting of all campaign materials. Objective 4.1: By May 1, 2026, develop and launch a standalone campaign website, including domain procurement, content development, site architecture, accessibility compliance, secure hosting, analytics setup, SEO, and a downloadable resource library.
Objective 4.2: Establish and manage official campaign social media channels (e.g., Instagram, TikTok, YouTube), including posting, engagement moderation, and analytics reporting.
Objective 4.3: Host all campaign materials, videos, graphics, print files on the Contractor-managed campaign website in accessible, web-ready and print-ready formats.
Objective 4.4: By June 30, 2026, prepare and submit a full transfer package to DBH containing domain ownership documentation, hosting credentials, backend files, analytics documentation, and a website maintenance guide. Goal 5: Assess campaign effectiveness and support ongoing refinement. Objective 5.1: By May 15, 2026, develop an evaluation plan identifying outcomes, indicators, and data collection methods aligned with campaign goals.
Objective 5.2: Throughout the contract period, collect analytics from the campaign website, social media channels, and community partners to assess reach, engagement, and early behavior-change indicators.
Objective 5.3: By June 30, 2026, submit a final evaluation summary including quantitative metrics, qualitative insights, and recommendations for future statewide dissemination. V. MINIMUM QUALIFICATIONS OF CONTRACTOR
Contractors must possess the personnel, technical capabilities, and operational infrastructure required to complete every component of the Scope of Work. Applicants unable to demonstrate the capacity to fulfill all required objectives will not be eligible for award. Contractor shall not be subject to an "unresolved" finding for recovery under Section 9.24 of Ohio Revised Code.