California's Department of Public Health is seeking proposals for public awareness campaigns for its Children and Youth Behavioral Health Initiative, State of Reform reported Jan. 26.
The project is a part of Gov. Gavin Newsom's Master Plan for Kids' Mental Health.
The state will immediately provide $33 million for campaigns, with an additional $15 million available in the future. The Children and Youth Behavioral Health Initiative has a budget of $4.4 billion.
Applications will be accepted from media companies through Feb. 21 and are required to incorporate multicultural and multilingual messaging. Campaigns should also focus on reducing overall health disparities among the populations most vulnerable to behavioral health challenges, such as Black, Latino, Native American, Asian and LGBTQ communities.
The media companies will also work in partnership with California Health & Human Services Agency departments, education community partners, subject matter experts, other state agencies and community partners, children, youth, and their families, according to the publication.