RFP# 25-009 California vs. Hate Resource Line and Network - Media and Outreach Campaign

The California Civil Rights Department (CRD) is seeking a contractor to develop and implement a comprehensive media and outreach campaign for the California vs. Hate Resource Line and Network through RFP #25-009. The primary objective is to promote awareness and usage of the resource line, with a focus on engaging diverse California communities, particularly marginalized, rural, and hard-to-reach populations. Required deliverables include digital content in at least three languages, television and radio public service announcements, outdoor advertising, social media advertisements, and newsletter emails. The campaign must have a proactive strategy capable of rapidly responding to hate incidents while educating communities about reporting and support mechanisms. Proposal evaluation will be based on technical capabilities, media strategy, prior experience, team qualifications, and cost, with the contract running from January 2, 2026, through December 31, 2028, and an option to extend for two additional years. The RFP responses are due by October 30, 2025, with questions directed to Xai Thao at the provided contact information.

The solicitation includes preference points for small businesses and disabled veteran business enterprises, demonstrating a commitment to supporting diverse contractors. The total estimated budget has been updated from $1,150,000 to $1,650,000, with CRD intending to award the full budgeted amount subject to departmental approvals and satisfactory performance. The contract requires contractors to demonstrate expertise in reaching multiple demographic groups, including Asian American, Latino, Indigenous, African American, LGBTQ+, faith-based, disabled, elder, and limited-English-speaking populations. Successful bidders must provide culturally competent messaging and ensure accessibility across various communication platforms. The campaign must target community-based organizations serving these communities and create high-quality engagements that help Californians retain knowledge about the hate resource line. Contractors will need to show comprehensive capabilities in multicultural communication, strategic media placement, and rapid response capabilities to effectively support the CRD's anti-hate initiatives.