California’s Department of Cannabis Control (DCC) is seeking a public relations firm to lead a $2.4 million statewide cannabis education campaign set to run for three years.

According to state documents, proposals are due by July 16, with the contract expected to begin the week of August 26. The initial term would run through June 30, 2027, with the option for a one-year renewal at up to a 30% increase in cost.
The selected firm would be tasked with extending the DCC’s Real California Cannabis campaign, aimed at educating adult-use marijuana consumers through a multi-platform media effort. The project includes developing a public relations and social media strategy that encourages responsible, legal marijuana purchases and enhances traffic to the campaign’s official site, real.cannabis.ca.gov.

To be eligible, agencies must demonstrate at least three years of experience in public health or social cause marketing, with a minimum of 10 employees, a California office, and $6 million in annual gross billings. Firms must also show experience working with multilingual and multicultural audiences. Any applicants with active conflicts of interest related to tobacco, e-cigarettes, marijuana, opioids, or pharmaceuticals will be disqualified. Agencies with alcohol clients must disclose those relationships.

The Department of Cannabis Control, which operates under Governor Gavin Newsom’s office, oversees commercial cannabis regulation and directs statewide communication efforts through its public affairs division.