State of Alabama Issues Advertising RFP

State of Alabama Issues Advertising RFP

The Alabama Department of Mental Health (DMH), Division of Mental Health and Substance Abuse Services (DMHSAS), Office of Prevention is seeking proposals from marketing, advertising and/or public relations individuals and/or agencies to develop a statewide media campaign in Alabama to raise awareness surrounding prescription drug misuse and promote prevention. DHM intends to engage college age adults in the campaign by partnering with Alabama universities and colleges in messaging and placement of information. The DMH/DMHSAS desires to contract with an experienced individual and/or entity to implement a statewide media campaign to raise awareness and promote substance abuse prevention efforts as it relates to prescription drug misuse. Up to $306,988 may be available through the Substance Abuse and Mental Health Services Administration (SAMHSA) Strategic Prevention Framework for Prescription Drugs (SPF Rx) discretionary grant to fund a statewide media campaign.


The Substance Abuse and Mental Health Services Administration (SAMHSA) is the Federal agency charged with improving the quality and availability of prevention, treatment, and rehabilitative services in order to reduce illness, death, disability, and costs to society resulting from substance abuse and mental illnesses. SAMHSA was established by Congress under Public Law 102-321 on October 1, 1992, to strengthen the nation’s health care capacity to provide prevention, diagnosis, and treatment services for substance abuse and mental illnesses. SAMHSA works in partnership with states, communities, and private organizations to address the needs of people with substance abuse and mental illnesses as well as the community risk factors that contribute to these illnesses.

SAMHSA serves as the umbrella under which substance abuse and mental health service centers are housed, including: The Center for Mental Health Services (CMHS), The Center for Substance Abuse Prevention (CSAP), and The Center for Substance Abuse Treatment (CSAT). SAMHSA announced the availability of funding to target the priority issue of prescription drug misuse through the SPF Rx funding opportunity. The allocations are intended to help address prescription drug misuse by providing support to states for the promotion of prevention efforts and Prescription Drug Monitoring Program (PDMP) coordination.  The ADMH prevention media campaign seeks to educate and promote statewide awareness initiatives about the dangers of prescription drug abuse in Alabama communities.

Scope of Work:

Media efforts will support the statewide goals and objectives of the SPF Rx Public Education Plan.

Through implementation of this media campaign, the DMH/DMHSAS is striving to accomplish the following goals:

  1. To educate and promote Statewide awareness initiatives about the dangers of prescription drug abuse in Alabama communities;
  2. Wide range of marketing and advertising campaigns disseminated throughout the State of Alabama about the dangers of prescription drug abuse in Alabama communities; and
  3. Improve prevention capacity, coordination and infrastructure at the state and community levels.


The contractor is expected to possess the following qualifications:

  1. Must have the ability to design and produce videos for broadcast and social media use, print promotional materials, website, graphics for digital use, and media kits.
  2. Must have the ability to invite and partner with no less than two colleges or universities in each of the four substance abuse regions. See Appendix 1 for Regional Map.
  3. Must be able to purchase and place media appropriately with print, broadcast, website and social media sites to reach target audiences, producing invoices and records reflecting air-time reach and frequency of commercials, public service announcements, etc.
  4. Must be able to establish coordinated efforts with substance abuse prevention providers and universities.

The contractor will provide the following services:

  1. Produce media announcements and media-related activities for ADMH Office of Prevention prescription drug misuse prevention media campaign.
  2. Utilize mass media venues in order to reach the agreed upon target.
  3. Make every effort for value added exposure {via bonus spots, public service announcements (PSA’s) and other means} through every phase of the project.
  4. Use public relations, news coverage, and other venues to spread the ADMH message.
  5. 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:

January 18



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