Colorado Broadcasters Association

The Colorado Department of Labor and Employment (CDLE) is seeking a public awareness campaign to educate direct care employers about a new requirement for Know Your Rights training for direct care workers. The campaign will utilize radio, television, digital, social, and digital media channels to drive awareness and understanding. The primary audience will be direct care employers, with direct care employees being the secondary audience. The Colorado Broadcasters Association (CBA) has been selected for this project due to their experience working with government agencies and their ability to reach all major, medium, and small media markets in the state. • The campaign will have a budget of $65,000 and will run for approximately 3-4 months. • The CBA will utilize its Non-Commercial Supporting Announcements (NCSA) program to distribute targeted messages and engage key audiences. • The campaign will also include modern digital tactics via Google Performance Max (PMAX) to reach targeted employers across multiple platforms. • The goal of the campaign is to educate direct care employers about the new requirement and ensure that they take timely action to comply.