Cannabis and Substance Misuse

The Minnesota Department of Health is seeking a contractor to manage and expand the brand identity for the Be Cannabis Aware campaign, a statewide cannabis education and prevention campaign. The contractor will also develop and implement a promotional campaign to increase awareness of the campaign's messages and resources among young adults ages 18-25. The campaign aims to prevent substance use, raise public awareness about the risks of substance use, and provide evidence-based information about cannabis and resources that address motivations for use. The contractor will utilize pre-existing market research, tested messages, and relationships with relevant audiences to determine the most effective means of communication. • The contractor will refine and tailor current campaign messages to meet the needs, behaviors, and experiences of young adults ages 18-25. • The contractor will develop and implement a comprehensive marketing campaign that includes paid, earned, and digital media. • The contractor will provide ongoing campaign management, including performance monitoring, creative optimization, and budget oversight. • The contractor will ensure the campaign can remain usable, stable, and impactful after the contracted work ends.