California looks for agency help with anti-obesity campaign

The California Department of Public Health is seeking a firm to carry out a campaign in support of the state's anti-obesity program. The contract is worth up to $32 million over three years.

SACRAMENTO, CA: The California Department of Public Health is seeking a firm to carry out a campaign in support of the state’s anti-obesity program. The contract is worth up to $32 million over three years.

The Champions for Change program, managed through the Nutrition Education and Obesity Prevention Branch, is looking for a firm to develop and implement a campaign that will include PR, advertising, social media, and other elements, according to an RFP released this week.

Although the group is planning to award a single contract, bidders may propose a team of subcontractors to cover all required areas.

According to the RFP, each contract year will start on October 1, beginning this year and running through 2017. The maximum budget for each of the first two years is $11 million, with a $10 million max budget for year three.

The audience is "adults living in households below 185% of the federal poverty level, specifically multicultural English-language-dominant African-American, Caucasian, and Latina women with school-aged children." It also includes "Spanish- and Asian-language-dominant women with school-age children," according to RFP documents. Services will be provided statewide.

The department is seeking PR capabilities including strategic planning, account management, crisis communication, support for statewide PR signature events, event planning and execution, media relations, material development, and outreach to multiple populations. It will also identify and instruct Champions for Change spokespeople, summarize media impressions, and provide client counsel.

Bidders must have "extensive knowledge of the diverse California media market," as well as skills including project management and the ability to use media relations to address the group’s objectives.

Proposals are due by 4 pm on May 14.

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