Underage Drinking Prevention Media and Education Campaign

Background
The State of Utah Division of Purchasing, through the Department of Alcohol and Beverage Services (DABS), is issuing a Request for Proposals (RFP) to establish a contract for an Underage Drinking Prevention Media and Education Campaign. The goal of this campaign is to eliminate underage drinking in Utah by raising awareness among parents and guardians about the risks associated with alcohol consumption during adolescence.

The campaign aims to empower parents with knowledge and resources to positively influence their children's choices.

Work Details
The contractor will be responsible for designing, producing, coordinating, and operating the Underage Drinking Prevention Media and Education Campaign. Key deliverables include:
1. Decreasing underage drinking rates as measured by the Utah Student Health and Risk Prevention (SHARP) Survey.
2. Increasing advertising awareness of Parents Empowered ads and general awareness of underage drinking ads in Utah.
3. Educating parents/guardians about the harmful effects of alcohol on developing brains and encouraging proactive parenting strategies.
4. Collaborating with DABS and the Parents Empowered Underage Drinking Prevention Workgroup (PE UDPW) through regular meetings.
5. Creating high-quality advertisements across various media formats, including TV, radio, digital, print, and social media, with content available in English and Spanish as needed.
6. Conducting thorough research to ensure advertisements are appropriate for target audiences and obtaining necessary approvals from DABS.
7. Buying and placing all media for the campaign while allowing local communities some flexibility in tailoring materials.
8. Providing public relations services to organize newsworthy events regularly.
9. Advocating for earned media opportunities with credible news organizations.
10. Collaborating with local substance abuse authorities to mobilize prevention outreach efforts within communities throughout Utah.
11. Identifying innovative strategies to reach underserved populations.
12. Enhancing the Parents Empowered website and evaluating campaign performance.

Period of Performance
The contract will last for one year, starting July 1, 2026, with an option for up to four additional years based on mutual agreement and funding availability.

Place of Performance
The campaign will be conducted throughout the State of Utah.

Bidder Requirements
Vendors must certify that they are not engaged in any economic boycott or boycott of Israel as defined by Utah law. They must also comply with all applicable federal and state laws regarding employment verification systems (E-verify) if employing personnel in Utah.