Specifications include, but are not limited to: The Minnesota Department of Health (MDH) requests proposals from a communications/marketing/advertising agency to provide communication and marketing services for the 988 Suicide & Crisis Lifeline (“988 Lifeline” or “988) in Minnesota. The goal is to increase awareness, understanding, trust, and ultimately the use of the 988 Lifeline by Minnesota residents in communities across the state and the 11 Tribal Nations that share its geography, particularly populations at high risk for suicide. Building upon market research, and previous marketing campaign messages, assets, and learning, the selected vendor will develop a results-oriented 988 Lifeline marketing and communication strategy and campaign. The proposed solution and approach will include the following key strategies and supporting concepts: • Comprehensive statewide public awareness campaign • Strategic communication planning and implementation, which may include community engagement and audience research • Creative asset development, which may include campaign tools and materials (e.g. video, toolkits) • Campaign performance evaluation, reporting and analysis • Utilize media placement, which may include traditional and digital, with available budget
