California’s Department of Public Health has released an RFP for a $6 million statewide tobacco-control PR campaign.

The winning agency will “conceptualize, develop, implement, monitor and evaluate a multifaceted, comprehensive, statewide tobacco-use-prevention public relations campaign,” according to the RFP’s scope of work statement.

The state is asking for specific services such as strategic planning, crisis management and response, media strategy, media relations, press events, website copy and content, media training, social media strategy, issues monitoring and other activities as requested. 

The outreach campaign must address language-specific or culturally relevant populations such as the Hispanic and Latino, Black, rural and LGBT communities. The contract is set to run for four years with a one-year extension. 

The winning PR shop will be expected to coordinate and collaborate with the campaign’s advertising partners by integrating messages from the campaign and providing support, such as content review, key message development and media outreach for launches. 

To compete, agencies must have earned $2 million in gross billings per year in two of the three years prior to 2020 from a California-based office serving the state tobacco-control program, according to the RFP documents.

Proposals for the first phase of the competition are due by July 16, and the state expects to hold remote oral presentations and make a decision in August. The contract is set to begin in mid-October. 

A representative for Golin, the incumbent on the account, did not reply to requests for comment.

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