California has launched a review of its $11M-a-year federally backed PR campaign to educate food stamp recipients, especially parents, about consuming healthy foods and beverages.

caRunyon Saltzman & Einhorn is the lead agency, working with Citizen Paine (the former PainePR) on the PR front.

The California Dept. of Public Health released an RFP on April 30 for the work, which is capped at $32M over three years, starting in October.

CalFresh is the state's food stamp program, known nationally as the Supplemental Nutrition Assistance Program, and funds the Dept. of Public Health's Nutrition Education and Obesity Branch. NEOB oversees the campaign to fight obesity and urge CalFresh participants to consumer healthy foods and exercise.

The PR work encompasses strategic planning, crisis communications, events, media relations, spokesperson identification and monitoring, among other tasks.

Advertising, PR and social media are all a part of the mix. The state intends to make a single award, although agencies can pitch with subcontractors.

In addition to Citizen Paine, other firms working with RS&E included National Opinion Research Center, MSC Consulting, Hill & Company Communications and Digital WKShop.

Proposals are due July 1, although a letter of intent to bid is due by May 28.

View the RFP (link).