North Carolina has rolled a review of its PR efforts to combat underage drinking as a governor's task force takes aim at the problem.

The Tar Heel State's Dept. of Commerce, via the NC Alcoholic Beverage Commission, regulates alcohol in the state and has the responsibility for awareness efforts to curb underage consumption.

Public service ads, PR, public-private partnerships and other efforts are part of the campaign. A task force under Gov. Pat McCrory is aimed to curb sees PR and social media outreach, as well as tightening laws, as a means to crack down on youth drinking.

Officials say underage drinking costs the state $1.5B and dozens of lives annually.

An RFP released Nov. 18 and open through December 10 sets a scope of work for a contract to last one year, starting in February 2014. The work is broken down into three components – creative, PR and digital/social media. 

View the RFP (PDF).