Underage Drinking Prevention National Media Campaign
- This RFP had a pre-bid event.
The purpose of this Request for Proposals (RFP) is to solicit proposals from community-based
organizations (CBOs) that will contribute to carrying out the goals and objectives of the Underage
Drinking Prevention National Media Campaign (the “Campaign”). The Substance Abuse and Mental
Health Services Administration (SAMHSA), through its Center for Substance Abuse Prevention
(CSAP), administers the Campaign.
The goal of the Campaign is to involve parents in the prevention of underage drinking by their 9-15
year old children. The Campaign strives to change a behavior that is complex. Parents will not readily
accept the knowledge that underage drinking might be a problem in their home, school, or community;
and once educated, they may not act upon their new knowledge immediately. Barriers to change may
include denial that underage drinking is an issue, discomfort with the topic, a sense of powerlessness
against what they view as an inevitable rite of passage, or lack of open communication with their child.
Achieving behavior change on a broad scale will require assisting parents in building skills and forming
new habits, a process not achieved in a short time frame
