Heat Illness Prevention Media Campaign

The California Department of Industrial Relations (DIR) is seeking a media campaign contractor to develop and execute a comprehensive Heat Illness Prevention campaign targeting non-English speaking outdoor workers for the 2016 and 2017 summer seasons. The primary objective is to educate at-risk wage earners and their employers about heat illness prevention at outdoor worksites, with a specific focus on geographic markets including inland, desert, central valley, and Sacramento areas. The media campaign must be multilingual, delivering content in Spanish, English, Hmong, and Punjabi, with a required media mix of approximately 50% radio advertising and 50% outdoor advertising, including billboards, wall graphics, and advertising on buses and lunch trucks. Bidders must demonstrate at least three years of experience designing and administering multilingual media campaigns targeted at limited English audiences in California. Key procurement dates include a bidder's written questions deadline of February 14, 2016, a proposal due date of March 1, 2016, and an anticipated contract award date of March 28, 2016. The contract term is estimated at one year and nine months, running from April 1, 2016 to December 31, 2017, with potential for two one-year renewal options.

The solicitation includes Disabled Veteran Business Enterprise (DVBE) incentive and Small Business preference programs, offering evaluation preferences for qualifying bidders. Firms will be evaluated based on their experience, proposed approach, and ability to effectively communicate heat illness prevention strategies to diverse linguistic communities. The budget for the media campaign is $450,000 total, with $225,000 allocated for each summer season's campaign. The incumbent contractor for the 2015 Heat Illness Prevention Media Campaign was Mob Media, Inc., located in Foothill Ranch, California. While the RFP does not explicitly restrict participation, potential respondents must meet the experience requirements and demonstrate capability to execute a comprehensive, multilingual media outreach strategy. The contract will be awarded based on a comprehensive evaluation of proposals, with consideration given to both technical capabilities and linguistic/cultural competence in reaching target populations.