The state of Maryland is seeking a qualified vendor to design and implement a comprehensive public education campaign to promote the 988 Helpline and boost awareness of urgent behavioral health services. The selected vendor will be responsible for developing outreach and awareness initiatives targeting city residents and key stakeholders, with the goal of increasing both understanding and utilization of the 988 Helpline for mental health and substance use emergencies.

Key tasks include conducting extensive market research to identify target audiences, preferred communication platforms, and messaging strategies. This may involve the use of surveys, focus groups, and social listening tools. The campaign will encompass a paid media component, potentially involving traditional mass media such as broadcast or cable TV, radio, streaming services, digital advertising, sponsored social media posts, and outdoor advertising.

Additionally, the vendor should propose a robust earned media strategy, which could incorporate media events, interviews, feature articles, and editorial board visits to maximize outreach. Social media strategies are to be developed and refined based on initial research and message testing. The overarching objective is to encourage behavior change so that individuals are equipped and motivated to use or recommend the 988 Helpline during behavioral health crises.