Youth Cannabis Prevention Media Campaign Evaluation Services

The vendor is required to provide youth cannabis prevention media campaign evaluation services for media and social marketing campaign primarily focused on: (a) educating state youth aged 13-17 and young adults aged 18-20 years about the risks and consequences of cannabis use to prevent and delay initiation, prevent escalation, and reduce problem cannabis use; and influence social norms, behaviors, knowledge, and attitudes; and (b) raising awareness, providing education, and promoting youth cannabis use prevention strategies among parents and guardians.
- Develop plans for media and social marketing campaign evaluation
a. Develop plan for evaluation
•    Work with agency to develop the focus of evaluation priorities and determine the most appropriate and cost-effective methods of measuring campaign impacts
•    Develop a comprehensive written evaluation design work plan (EDWP), which details the overall media and social marketing campaign evaluation design. 
•    The EDWP must include an evaluation logic model, key evaluation questions and related hypotheses, evaluation methods, data analysis and management, human subjects review by the committee for the protection of human subjects prior to data collection, potential challenges, communication plan, reporting, and an evaluation timeline. 
•    The evaluation methods must, at minimum, include a public opinion survey (described under goal 2) and social media listening, but other methods can also be included (e.g., qualitative methods). 
•    The public opinion surveys will consist of at least one (1) baseline survey, one (1) endpoint survey, and multiple surveys during the campaign. 
•    The final number will be determined in consultation with agency. 
•    The survey will serve as the basis of a pre-post evaluation design.
b. Develop plans for data collection, analysis, and reporting
•    Sampling methodology, power analyses, sample sizes, recruitment strategy, human subjects Review and approval by the committee for the protection of human subjects, data collection procedures and protocols, respondent stipends, and data collection instrument development. 
•    All data collection instruments, which must be submitted to agency for review and approval prior to use. 
•    Data collection instruments must be offered in english and Spanish. 
•    Languages may be determined by the final media and social marketing campaign target audiences. 
•    A plan for survey development, which will include a review of existing surveys related to youth cannabis use, and related knowledge, perceptions, attitudes, and social norms. 
•    Survey development planning will include pilot testing of new measures, assessment of the utility of new and existing survey measures, and soft launches to collect preliminary data which will be analyzed and inspected for data quality, outliers, data anomalies, and other data characteristics. 
•    Results of any pilot testing or survey soft launches will be provided to agency for review before each full data collection launch. 
•    This plan will also outline a process for providing agency with a live link to online surveys for testing prior to administration and subsequent consultation with agency. 
•    Maintain a stipend tracking sheet that will identify the type of stipend, value, transfer date, and recipient.
•    Survey findings (e.g., descriptive statistics and bivariate analyses), codebook and data dictionary, and datasets after each survey wave. 
•    Social media listening findings throughout the campaign and at time points to be determined. 
•    If applicable, transcripts and field and interviewer notes from any qualitative data collection. 
•    Interim evaluation report, which shall include key findings to date and campaign recommendations.
•    Final evaluation report, which shall include an executive summary, evaluation overview and methods, evaluation findings including results of statistical models, discussion, and recommendations. 
•    Infographics summarizing key findings for each campaign should be included as an appendix and should be act compliant. 
•    The final evaluation report will also include a final, cleaned dataset including data from all survey waves and a final technical report providing details of the survey dataset, including the development and calculation of survey weights, response rates, any statistical methods used to impute missing data, the analytical code used to conduct descriptive statistics, and dates of data collection.
- Evaluate success and effectiveness of media campaign
•    Conduct public opinion surveys to measure outcomes related to the media and social marketing campaign among the priority audiences (i.e., youth 13-17, 18-20, parents, guardians, and may include other audiences to be identified by agency and the media and social marketing campaign contractor). 
•    The survey sample will aim to be representative of or be weighted to reflect the demographic characteristics of state ethnically, culturally, and geographically diverse population. 
•    The survey sample may include a comparison group composed of individuals in the country who reside outside of state. 
•    If an out of state comparison group is included, the contractor will also develop calibration weights that will benchmark the country sample to demographic distributions of the ca population. 
•    The survey may also track repeat respondents for the purpose of compiling a longitudinal subsample for additional complementary analyses. 
•    These analyses will be contingent upon having an adequately sized subsample of repeat respondents and will be determined in consultation with agency.
•    Conduct social media listening analysis to measure the increase in conversations and the change in sentiment on social media related to youth cannabis use.
o    Social media listening analysis will be conducted and summarized throughout the campaign and at time points to be determined. 
o    This will include findings on accounts, mentions, reach, engagement, and sentiments.
- Budget: $500,000

- Contract Period/Term: 4 years
- Questions/Inquires Deadline: September 12, 2025