RFP 24-10215 - Youth Cannabis Education and Prevention Media Campaign

The California Department of Public Health (CDPH), specifically the Center for Healthy Communities' Substance and Addiction Prevention Branch, is seeking a full-service advertising or public relations agency to develop and implement a comprehensive Youth Cannabis Education and Prevention Media Campaign. The primary objective is to create a strategic statewide media campaign targeting youth ages 13-17, young adults ages 18-20, and their parents/guardians regarding cannabis prevention. Qualified bidders must possess significant media campaign experience, maintain a California office, have at least 20 employees, and demonstrate $10 million in annual gross billings. Key deliverables include strategic planning, formative research, media creative development and placement, media evaluation, and project management services. The procurement process includes several critical dates: a pre-proposal videoconference on February 13, 2025, question submissions due by February 18, 2025, a mandatory non-binding letter of intent due March 7, 2025, and full proposals due by March 17, 2025. Anticipated next steps include vendor interviews scheduled for April 21-23, 2025, with an expected notice of intent to award by April 29, 2025.

The contract requires a minimum 3% Disabled Veteran Business Enterprise (DVBE) participation for contracts exceeding $5,000 and is funded through the California Marijuana Tax Fund's Youth Education, Prevention, Early Intervention and Treatment Account. Bidders must have at least three consecutive years of relevant experience within the past five years and be licensed to do business in California. The total contract value is capped at $25 million over a four-year term (June 3, 2025 through June 30, 2029), with potential for a one-year extension and up to 30% additional funding not exceeding $250,000. Proposers must submit comprehensive documentation including previous experience summaries, project personnel details, budget worksheets, and cost proposals across five fiscal years. The contract is structured as a deliverables-based agreement, requiring fully burdened rates that include operating expenses, labor, equipment costs, supplies, overhead, inflation adjustments, profit margin, taxes, and shipping. Successful vendors will be expected to integrate with existing state prevention infrastructure and demonstrate expertise in youth-focused media campaign strategies.