Specifications include, but are not limited to: A. Design and produce a statewide media education and mobilization campaign (“Campaign”) to change social norms and scientifically proven risk and protective factors related to prescription drug misuse and abuse by: 1. Providing education about potential for addiction and the safe use of prescription drugs; 2. Recommending the seeking of medical advice about side effects, potential for addiction, and alternatives to prescription drugs to address medical issues; 3. Emphasizing the effectiveness of community involvement in supporting healthy communities, specifically by reducing availability of prescription drugs to anyone other than those to whom the drugs are prescribed; 4. Engaging key leaders and community champions in the prevention project. B. Develop a detailed campaign plan no later than August 15, 2020. The campaign must begin by August 15, 2020, continue through the end of the contract. C. Ensure the media campaign and individual media ads: 1. Are supported by evidence of effectiveness; 2. Are culturally appropriate for the selected target groups following the National Culturally and Linguistically Appropriate Services (CLAS) standards from the U.S. Department of Health and Human Services published at https://thinkculturalhealth.hhs.gov/clas ; 3. Are approved verbally and written by both DHS and the advisory workgroup; 4. Measure effectiveness of campaign through phone surveys, metadata, focus groups, and community-level data such as the Behavioral Risk Factor Surveillance System; and 5. Offer innovative approaches about messaging, branding, and production that might be required.