Specifications include, but are not limited to: Task 1: Conduct Research and Identify Target Audiences Research is a necessary first step in campaign planning and provides baseline information for developing an effective behavior change campaign. Results of this work will be included as appendices in the campaign plan (see Task 3). The Contractor will: Review relevant materials, reports, and accomplishments related to past “Litter and It Will Hurt” campaign efforts to identify strengths, weaknesses, and missed opportunities. (See RFP section 1.3, Background) Gather and utilize relevant research related to littering behavior, target audiences, litter types, social marketing strategies, and messaging. Research successful litter prevention programs and communications to identify best practices and generate ideas and concepts to test and implement in Washington. Conduct research to identify primary and secondary target audiences in terms of demographics, psychographics, behavior trends and patterns, barriers to overcome, media use, social networks, etc. Identify opportunities to involve the Ecology Youth Corps program in campaign development and ongoing promotion. Identify strategies to gain more support from key partners such as Law Enforcement, the Department of Transportation, the Adopt-a-Highway Program, and campaign sponsors. Task 2: Develop and Test Key Messages The Contractor will conduct market research, develop messages and concepts, and conduct testing to ensure relevancy of campaign themes, advertising strategies, environmental prompts, and potentially behavior change tools. The Contractor will identify messages most likely to motivate target audiences to take a desired action as well as particular demotivating messages to avoid. The entire campaign should have a coordinated theme utilizing the “Litter and It Will Hurt” slogan. Campaign messaging shall be provided in languages appropriate to identified target audiences. Results of this work will be included as appendices in the campaign plan (see Task 3).