Public Education Media Campaign Services

The issuing agency seeks a contractor to develop and implement a statewide targeted public education media campaign in Virginia focused on regulated cannabis and hemp products. The campaign is intended to educate consumers on the benefits of purchasing from licensed businesses, including support for farmers, small businesses, and community reinvestment, while also helping the public identify licensed retail marijuana stores and microbusinesses.

The selected contractor will also be expected to inform consumers about responsible marijuana consumption, health risks, and the dangers associated with marijuana use, including the risks and consequences of underage use. Messaging should explain the value of a legal and regulated cannabis market, such as access to tested products, a transparent local supply chain, public health protections, and reinvestment in communities disproportionately affected by cannabis prohibition.

Scope elements include audio and video production, with consideration for modern media channels such as influencers, podcasts, streaming radio, and other emerging platforms for public education outreach. Campaign assets should reflect community ties, language, and lived experiences that resonate with target audiences. The contractor is also expected to design supporting materials, which may include infographics, toolkits, fact sheets, booklets, posters, pamphlets, promotional items, and other print collateral. The anticipated contract term is one year.