Description
The Civil Rights Department (CRD) is seeking a contractor to further develop and grow an existing media and outreach campaign to promote awareness and usage of CRD's California vs Hate Resource Line and Network. The campaign aims to engage as many Californians as possible, including those who do not speak or read English, with a focus on traditionally hard-to-reach communities, such as marginalized or rural communities, communities targeted for hate, and community-based organizations (CBOs) serving those communities. The contractor must have experience creating, developing, and implementing a multilingual and diverse cultural anti-hate media campaign targeted at both English-speaking and limited English proficient audiences. Key objectives of the campaign include creating awareness of the California vs Hate Resource Line and Network, expanding understanding of how people can combat hate, and providing accessible, legally compliant, and multi-format media products. Some of the key deliverables include a written Media and Outreach Plan, market analysis, media and outreach mix, and regular progress reports.
• The contractor must have experience working with diverse communities and developing mechanisms to get input from people with lived experience of discrimination and acts of hate.
• The contractor must have access to markets reaching diverse communities using different platforms, including social media, television, radio, print, digital advertising, and in-store or other in-person or out-of-home methods.
• The contractor must ensure all materials are accessible to people with disabilities and people who speak languages other than English.
• The contractor must identify target demographic and geographic markets based on the target audiences identified in the RFP.
• The contractor must provide a list and explanation of the design of its proposed media products and outreach activities, including the language of the proposed media mix products.