RFP No. CFF 7708: F5CA Public Education Campaign

Background
First 5 California (F5CA) is seeking proposals from qualified contractors to provide public education services related to the State's effort to help California's children receive the best possible start in life.

The successful bidder will manage a fully integrated public education campaign aimed at increasing public awareness of toxic stress and Adverse Childhood Experiences (ACEs) in early childhood development for children ages 0 to 5. This initiative is part of the California Children and Families Act of 1998, which promotes optimal early childhood development and ensures children are ready to enter school.

F5CA has been allocated up to $57,000,000 for this purpose over three years, starting upon approval by the Department of General Services, anticipated on October 27, 2024.

Work Details
The contractor will be responsible for:
1. Developing an overall campaign strategy that includes defining target markets and crafting culturally informed messaging.
2. Project management to ensure timely and budget-compliant execution of work plans.
3. Media buying strategy and execution to enhance visibility of F5CA activities.
4. Website content development and management for campaign support.
5. Public relations support for securing earned media opportunities.
6. Activation of educational exhibits through a statewide tour with a mobile education exhibit.
7. Evaluating campaign effectiveness through metrics measuring reach, engagement, and impact.

Period of Performance
The anticipated term of this Agreement will be approximately three (3) years, starting upon approval by the Department of General Services, with an expected start date around October 27, 2024.

Place of Performance
The services will be performed throughout California, focusing on communities identified as Quartiles 1 and 2 in the Healthy Places Index.