Youth Cannabis Prevention Media Campaign Evaluation

The California Department of Public Health (CDPH) is soliciting proposals from firms to perform evaluation services for a statewide media and social marketing campaign focused on educating California youth about the risks and consequences of cannabis use. The campaign aims to prevent/delay initiation, prevent escalation, and reduce problem cannabis use among youth aged 13-17 and young adults aged 18-20. The selected firm will be responsible for evaluation plan development, data collection, analysis, and evaluation reporting. The contract term is expected to be from January 2nd, 2026, to December 31st, 2029, with an option to extend for up to one additional year. Key aspects of the project include: • Evaluating the effectiveness of the media and social marketing campaign • Developing an evaluation plan and collecting data • Analyzing data and reporting on the findings • Collaborating with CDPH staff and other stakeholders • Meeting the requirements outlined in the Scope of Work (Exhibit A)