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The California Tobacco Control Program has put its $200M five-year advertising budget up for grabs.
Though 90 percent of Californians do not use tobacco, smoking costs the Golden State $18.1B in annual healthcare expenses and lost productivity from illness and premature deaths.
The ad effort will face off against the more than $1M an hour Big Tobacco spends to attract new customers and keep current ones addicted.
The RFP notes that the most effective anti-tobacco media efforts 1) educate both users and nonusers about the impact of secondhand smoke/vaping; 2) highlight the environmental damage brought on by tobacco use; 3) spotlight Big Tobacco’s marketing efforts; and 4) outline the overall magnitude of tobacco’s harmful effects.
California wants a dynamic, full-service ad agency that can produce an effective multicultural and multilingual media campaign.
It will consider pitches from California-based agencies with minimum $75M in annual gross billings and 30 employees without conflicts stemming from tobacco, e-cigarette, cannabis or related industry clients.
The 60-month contract will begin Sept. 30.
Agencies must submit their capabilities by June 22.
They go to:
Request for Proposals 22-10146
California Department of Public Health
California Tobacco Control Program
Attention: Jennifer Garcia
MS 7206
1616 Capitol Avenue, Suite 74516
Sacramento, CA 95814
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