RFP 24-001 CA Real Cannabis Campaign

The California Department of Cannabis Control (DCC) is seeking a full-service advertising agency to develop and execute a comprehensive statewide consumer awareness and education campaign about legal cannabis through RFP 24-001. The campaign will target adult-use cannabis consumers aged 21 and up, focusing on educating them about legal cannabis purchasing, risks of unlicensed market purchases, and promoting responsible consumption. Key deliverables include conducting formative research, developing creative concepts, producing multi-platform media content, managing media buys, and creating website and social media materials. The contract will span two years from August 26, 2025, through June 30, 2027, with a potential 12-month extension option. Proposals are due by July 16, 2025, with team evaluations planned for the week of July 22, 2025, and interviews/presentations scheduled for the week of July 29, 2025. Bidders will be evaluated on their experience in social cause marketing, behavior change advertising, outreach to cannabis consumers, and marketing to multilingual and multi-ethnic audiences.

The RFP includes specific requirements for potential contractors, mandating that bidders must be California-based with at least 10 employees and meet a 3% Disabled Veteran Business Enterprise (DVBE) participation requirement of the total bid cost. Proposers must demonstrate a minimum annual gross billing of $6 million and have proven experience in advertising campaigns targeting adult cannabis consumers. The maximum budget for this contract is $2,400,000, with cost being a significant factor in the evaluation process. Contractors will need to provide a detailed cost proposal using the prescribed Cost Proposal Worksheet, which requires comprehensive documentation of labor costs, engagement materials, supplies, equipment, travel, and other expenses for both contract years. Prospective bidders must also complete a California Department of Finance Payee Data Record (STD 204 form) as part of their submission, ensuring accurate taxpayer information and compliance with state reporting requirements.