RFP 25-3026, CFAP Expansion Marketing and Media Outreach Campaign

The purpose of this RFP is for CDSS to obtain proposals from qualified Contractors in order to award an agreement to develop and conduct a statewide California Food Assistance Program (CFAP) expansion marketing and media outreach campaign, hereinafter referred to as the Campaign Plan, that will serve newly eligible noncitizens. The objectives of the Campaign Plan are to design and develop a marketing and media outreach campaign using multi-media methods to promote the new CFAP expansion and eligibility criteria, to increase CFAP participation, and to promote program retention for eligible Californians. Successful awareness efforts shall provide culturally inclusive messaging and outreach materials that build trust and reduce misconceptions about CFAP participation and enable potentially eligible individuals to make informed decisions to participate in CFAP. ¿Culturally inclusive messaging,¿ for the purposes of this Agreement, is defined as effective communication with awareness, respect, and understanding of sociocultural factors to promote equity and the goal of improving access to CFAP food benefits. The Campaign Plan  must focus its activities on the Focused Population, including households with noncitizens, undocumented individuals, and noncitizens living in indigenous agricultural worker communities within California.