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 complex 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 to promote the new CFAP expansion and eligibility criteria, to increase CFAP participation, and to promote program retention for eligible Californians. Successful awareness efforts will build trust and provide culturally inclusive messaging and outreach materials that reduce misconceptions about CFAP participation and enable potentially eligible individuals to make informed decisions to participate in CFAP. “Culturally competent messaging,” for the purposes of this document, 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 Focus Population, including households with noncitizens and undocumented individuals, in CDSS identified Focus Regions and Focus Languages.
