Firms vie for $28m anti-meth initiative

Sacramento, CA: The state of California has issued an RFP to ad and PR firms to handle a $28 million, three-year, anti-methamphetamine public health initiative.

Sacramento, CA: The state of California has issued an RFP to ad and PR firms to handle a $28 million, three-year, anti-methamphetamine public health initiative.

The winning shop will create a public education effort targeting three primary audiences: teenagers, men having sex with men, and women of childbearing years. These groups represent the highest percentage of meth abusers in the state.

For all the target audiences, the state is asking for a campaign featuring PR, promotion, launch event support, advertising collateral development and research.

The California Alcohol and Drug Programs (ADP) is overseeing the process, and asking agencies to create campaigns in Spanish and Asian languages, as well as English. The campaign will be created in conjunction with The Partnership for a Drug-Free America.

Participating PR firms must have an office in California and $4 million in gross billings annually for 2003, 2004, and 2005. The contract assignment starts in April. It will be awarded for the 8-month initial period, with the possibility of two renewals.

Lisa Fisher, spokeswoman for  the ADP, couldn't be reached by press time.

The PR elements of the campaign will combine PSAs with community outreach. The goal is to raise awareness about the risks of methamphetamine production and the health implications and consequences of meth use.

Sacramento will be the first city in the state to use the campaign, followed by San Francisco, Fresno, LA, and San Diego.

Methamphetamine is a growing problem in California. It is currently the primary drug of abuse for 34% of the state's treatment population.

"The meth problem has impacted communities across California," said Kathryn Jett, director of ADP, in a statement.

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