RFP# 25-009 California vs. Hate Resource Line and Network - Media and Outreach Campaign

The California Civil Rights Department is seeking proposals from qualified firms to enhance and expand an existing media and outreach campaign aimed at increasing awareness and utilization of the California vs. Hate Resource Line and Network. The campaign's primary goal is to reach as many Californians as possible, with particular emphasis on engaging traditionally hard-to-reach populations, including marginalized, rural, and non-English speaking communities, as well as community-based organizations serving these groups. The initiative emphasizes both proactive, affirmative outreach strategies and the capacity for rapid response to emerging events, ensuring sustained engagement and knowledge retention about the resource line and network. The contract, set for a three-year period from January 2, 2026, through December 31, 2028, with an option to extend for an additional two years, has an increased budget estimate of up to $1,650,000, reflecting its expanded scope. The procurement process includes detailed instructions, eligibility criteria, and compliance requirements, with key dates for proposal submissions set for October 30, 2025. The campaign builds upon prior efforts, with recent addenda clarifying budget allocations, target demographics, success metrics, and the importance of collaboration with trusted community organizations. The overall objective is to foster high-quality engagement that effectively promotes awareness of the resource line and network, ultimately contributing to hate prevention and community safety across California.