California Department of Cannabis Control

Buyer seeks a full-service advertising agency to develop and implement a statewide Real California Cannabis campaign. The campaign will educate consumers on the benefits of purchasing from the legal cannabis market and the dangers of the illegal market. Buyer aims to shift consumer buying habits toward licensed retailers through multi-platform communications targeting adults 21 and up. The campaign must be culturally appropriate and factually accurate across diverse California populations.

• 6/3/2025 - Written questions due
• 6/16/2025 - Proposal Due Date
• 7/1/2025 - Questions and Answers posted
• 7/29/2025 - Interviews/Presentations
• 8/26/2025 - Anticipated start date

• 3+ years experience in social cause marketing/public health advertising
• 3+ years experience in behavior-change marketing/advertising
• 3+ years experience in outreach to adult-use cannabis consumers
• 3+ years experience in marketing to multi-lingual, multi-ethnic audiences
• $6 million minimum annual gross billings
• Minimum of ten employees and California-based office
• No conflicts with tobacco, e-cigarette, cannabis, pharmaceutical or opioid companies
• 3% Disabled Veteran Business Enterprise participation

• Develop statewide cannabis education campaign promoting legal consumption
• Create multimedia advertising content in multiple languages
• Conduct formative research on cannabis-related knowledge and attitudes
• Implement strategic media buys across digital and traditional platforms
• Develop content for real.cannabis.ca.gov website and landing pages
• Produce RCC QR code packages for licensed retailers
• Execute paid, earned and organic social media campaigns
• Establish data collection and performance measurement systems
• Create messaging targeting cannabis focused events like 4/20
• Develop culturally appropriate messaging for diverse populations