COLORADO DEPARTMENT OF HUMAN RESOURCES Community Based Child Abuse Protection (CBCAP) Social Norms Campaign 2023000573

Quote Due Date and Time July 21, 2023. 1:00PM MOUNTAIN

Introduction and Background

The Colorado Department of Early Childhood (CDEC) serves as the lead agency for the Community-Based Grants for the Prevention of Child Abuse and Neglect, created by Title II of the Child Abuse Prevention and Treatment Act (CAPTA) as amended by Public Law (P.L. 115-271). The grant is managed by the Division of Community and Family Support, Family Strengthening Unit.

Community-Based Child Abuse Prevention (CBCAP) grants emphasize supporting community-based efforts to develop, operate, and expand initiatives aimed at the prevention of child abuse and neglect, and to support networks of coordinated resources and activities to better strengthen and support families.

CDEC is seeking digital media implementation services in support of the social norms & social connections awareness campaign. The paid digital media campaign and supporting marketing & advertising deliverables are to build positive parent support networks throughout the state.

The selected vendor should have knowledge and expertise around social norms change, social norms campaigns, appropriate venues to reach Colorado parents, caregivers and change agents, and a willingness to work with the Colorado Partnership for Thriving Families as an advisor on the campaign.

Paid Media Description

The selected vendor will provide media implementation services in support of the social norming & social connections awareness campaign developed through the Family Support Primary Prevention Grant in collaboration with the Colorado Partnership for Thriving Families (CPTF). The campaign is designed to inspire parents to build a network to turn to when they need “back up” and to encourage friends, families, and neighbors to become a “village” of support and let parents and caregivers know “We Got UR Back.” The goal is to empower parents to ask for support, offer support to one another, and to normalize supportive parenting networks to create strong families.

Statement of Work Summary

The selected vendor is expected to develop ads, from existing content, targeting parents & caregivers of children ages 0‐5, including those with different backgrounds, experiences, cultures, socioeconomic status, and that reside in different geographic areas across Colorado, as well as early childhood professionals and community organizations.

The selected vendor shall develop a communication plan identifying strategies to maximize digital distribution of the social norms messaging campaign in a culturally and linguistically sensitive manner to increase family connectedness and decrease stigma around help seeking. A component of the communications plan includes metrics to measure progress.


The selected vendor shall be responsible for a communication plan that includes designing a strategy for development, placement and tracking of digital advertising that target:

  • Parents & caregivers of children ages 0 to 5 who reside in the State of Colorado.
  • Different backgrounds, experiences, cultures & socioeconomic status.
  • Early Childhood Professionals
  • Community Organizations
  • The selected vendor will be expected to measure progress using metrics.

The selected vendor will also be expected to staff the project adequately so that the implementation and measurement of the communications plan is achieved.

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