Illinois is moving forward with plans for a multiyear statewide marijuana education campaign designed to encourage consumers to purchase from licensed businesses rather than the illegal market, according to a newly published state procurement notice.
The Illinois Department of Financial and Professional Regulation issued the request for proposals on October 15, seeking an outside contractor to develop and implement what it describes as a statewide, data-informed communications and public education campaign covering the state’s marijuana programs.
According to the official solicitation, the campaign will focus on helping consumers understand the benefits of purchasing marijuana through the regulated market and the potential dangers of obtaining products from illegal sellers, including risks to public health and safety.
The project calls for an initial 18-month contract, with two optional one-year extensions. If both extensions are exercised, the campaign could operate for a total of three and a half years.
The planned initiative goes beyond a traditional public service announcement. The project scope includes developing communications strategies, creating and testing educational messaging, producing campaign materials, coordinating advertising across multiple media platforms and evaluating the effectiveness of the outreach.
The campaign is also expected to reach different consumer groups, including young adults, parents, medical marijuana patients and visitors to Illinois. Educational materials are intended to be evidence-based and non-stigmatizing, informing consumers about marijuana without encouraging consumption.
The initiative comes as Illinois continues expanding its regulated marijuana industry while confronting competition from illegal and unregulated products. The state’s recently released annual marijuana report documented continued growth in the number of products sold through licensed dispensaries, even as average prices declined.
Illinois is also preparing to implement new restrictions on intoxicating hemp-derived THC products beginning November 12. Under those changes, many products previously sold outside the regulated marijuana system will be restricted to licensed marijuana businesses.
The department has scheduled a pre-bid conference for October 27, with proposals due November 16 at 1:30 p.m. Central. The solicitation includes a 16% Business Enterprise Program participation goal, and a contractor has not yet been selected.
The publicly posted bid summary does not specify a total contract budget. The department will evaluate proposals before selecting a company to carry out the campaign.
