Messaging and Outreach Campaign Services

The Vendor is required to provide statewide leadership of a high-quality mental health and addiction prevention, treatment and recovery system that is effective and valued by all state.
- Required activities include community engagement, youth and loss survivor collaboration, content development, testing, distribution planning, evaluation, and the creation and management of the campaign’s digital ecosystem, including a standalone campaign website and campaign-branded social media channels.
- The campaign will amplify youth voice, incorporate perspectives of suicide loss survivors, and deliver evidence-informed content that strengthens protective factors, increases help seeking behaviors, and supports early intervention among youth.
- All messaging must align with department priorities, including clear connections to 988 and Mobile Response and Stabilization Services (MRSS).
- Establish a coordinated engagement process to ensure youth, loss survivors, and community partners inform campaign development.
o    Objective 1.1: by February 7, 2026, establish a content advisory team composed of youth and suicide loss survivors and other subject matter experts representing high-need and high-prevalence communities.
o    Objective 1.2: by February 28, 2026, convene at least two virtual planning meetings with the content advisory team and department to refine campaign messaging priorities, tone, local context, and alignment with 988/MRSS.
o    Objective 1.3: throughout the contract period, engage at least three alcohol drug and mental health (ADAMH) boards and/or community coalitions to gather input on local needs, and effective rollout pathways.
- Develop, test, and refine campaign messages and materials that promote youth suicide prevention, protective factors, and help-seeking behaviors.
o    Objective 2.1: by March 20, 2026, produce at least eight (8) draft campaign assets informed by youth and loss survivor input.
o    Objective 2.2: by April 30, 2026, test at least two innovative campaign concepts (e.g., storytelling, peer-to-peer challenges, and athlete-amplified content) with youth and community partners.
o    Objective 2.3: by May 31, 2026, finalize a minimum of fifteen (15) campaign assets based on pilot testing and stakeholder feedback.
o    Objective 2.4: by May 31, 2026, develop a campaign customization toolkit for local partners, including guidance for adapting materials and integrating local resources and 988/MRSS information.
- Support statewide reach by preparing for implementation with local partners.
o    Objective 3.1: by March 31, 2026, develop and submit a county and school-based outreach plan outlining dissemination strategies, youth engagement approaches, and integration with local prevention systems.
o    Objective 3.2: throughout the contract period, collaborate with ADAMH boards, youth-led groups, and community coalitions to prepare campaign materials for local adaptation and dissemination.
o    Objective 3.3: throughout the contract period, document local adaptations and implementation insights to support statewide scaling.
- Design, develop, host, and maintain the campaign’s full digital ecosystem, including the standalone campaign website, campaign-branded social media channels, and the online hosting of all campaign materials.
o    Objective 4.1: by May 1, 2026, develop and launch a standalone campaign website, including domain procurement, content development, site architecture, and accessibility compliance, secure hosting, analytics setup, SEO, and a downloadable resource library
o    Objective 4.2: establish and manage official campaign social media channels (e.g., Instagram, TikTok, YouTube), including posting, engagement moderation, and analytics reporting.
o    Objective 4.3: host all campaign materials, videos, and graphics, print files on the contractor-managed campaign website in accessible, web-ready and print-ready formats.
o    Objective 4.4: by June 30, 2026, prepare and submit a full transfer package to department containing domain ownership documentation, hosting credentials, backend files, analytics documentation, and a website maintenance guide.
- Assess campaign effectiveness and support ongoing refinement.
o    Objective 5.1: by May 15, 2026, develop an evaluation plan identifying outcomes, indicators, and data collection methods aligned with campaign goals.
o    Objective 5.2: throughout the contract period, collect analytics from the campaign website, social media channels, and community partners to assess reach, engagement, and early behavior-change indicators.
o    Objective 5.3: by June 30, 2026, submit a final evaluation summary including quantitative metrics, qualitative insights, and recommendations for future statewide dissemination.

- Contract Period/Term: 1 year
- Questions/Inquires Deadline: January 08, 2026