STATE OF ALABAMA, DEPARTMENT OF MENTAL HEALTH

The Alabama Department of Mental Health (DMH), Division of Mental Health and Substance Abuse Services (DMHSAS) is seeking proposals from marketing, advertising and/or public relations agencies to develop a statewide media campaign in Alabama to raise awareness surrounding the stigma of Alabama’s opioid misuse and addiction crisis, of treatment options available and to improve public awareness of the crisis.

Background:

DMH was established by Alabama Acts 1965, No. 881, Section 22-50-2. A cabinet-level state government agency, its purpose is to provide for the diagnosis, treatment, rehabilitation, follow- up care, prevention and research into causes of all forms of mental or emotional illness, which includes alcoholism, drug addiction, epilepsy, and intellectual disabilities. DMH has the statutory authority to supervise, coordinate, and establish standards for all operations and activities of the state related to mental health and the provision of mental health services. The DMH/DMHSAS desires to contract with an experienced individual and/or entity to implement a statewide media campaign to raise awareness surrounding the stigma of Alabama’s opioid misuse and addiction crisis, of treatment options available and to improve public awareness of the crisis. Up to $305,584.00 may be available through the Substance Abuse and Mental Health Services Administration (SAMHSA) State Targeted Response to the Opioid Crisis Grants to fund a statewide media campaign. This is known informally as the Cures Grant.

Scope of Work:

1. Produce media announcements and media-related activities for Cures Grant media campaign, in coordination with desired objectives and aesthetics of the DMH SA Division and DMH Office of Public Information.
2. Design and produce an interactive and mobile-friendly website, videos for broadcast and social media use, print promotional materials, graphics for digital use, and media kits.
3. Purchase and place media appropriately with social media sites, print, broadcast, and websites to reach target audiences; producing invoices and records reflecting air-time reach and frequency of commercials, public service announcements, etc.
4. Utilize mass media venues to reach the agreed upon target audience.
5. Make every effort for value added exposure {via bonus spots, public service announcements (PSA’s) and other means} through every phase of the project.
6. Use public relations, news coverage, and other venues to spread the ADMH message.
7. Establish coordinated efforts and distribution of promotional materials with local and regional substance abuse treatment providers.
8. Coordinate efforts with the ADMH Public Information Office to produce and distribute op- eds statewide to facilitate articles and news coverage specifically written about the campaign.

Due Date:

February 7

Address:

100 N. UNION STREET

POST OFFICE BOX 301410

MONTGOMERY, ALABAMA 36130-1410

Healthcare PR firms include Zeno Group and Hunter PR.