Prevention and Early Intervention


This is an official notice of CalMHSA’s intent to award contracts related to the PEI Program RFP, for fiscal years 2020-2023 to the following organizations:

Civilian – Social Marketing

Your Social Marketer – Training/Technical Assistance

Request for Proposals for FY 20-23 MHSA Prevention and Early Intervention Program

CalMHSA is pleased to announce a Request for Proposals for FY 20-23 MHSA Prevention and Early Intervention Program. All proposals must be submitted to the CalMHSA e-procurement portal located here:

This RFP is soliciting proposals from organizations with the expertise and capabilities to provide services in the following two focus areas: 1 – Social Marketing: A new social marketing campaign, including utilization of various forms of marketing strategies. The selected campaign will maximize the reach of county behavioral health initiatives while enhancing statewide population level approaches to eliminate the stigma and discrimination associated with mental health challenges and prevent death by suicide. In addition to the new marketing campaign, the selected applicant(s) will support communication management at a local, regional, and/or state level. 2 – Technical Assistance: Community-focused technical assistance to County/City public behavioral health departments, including, and primarily, effective strategies that can prevent suicides, support postvention activities, and increases community engagement in current and future implementation of strategies and activities.

For your convenience, please see the following attachments:

  1. Request for Proposal
  2. Conflict of Interest Policy
  3. Bidders Conference Recording
  4. FAQ

Due to the open procurement, CalMHSA staff is unable to answer any questions regarding the RFP. Any questions may be submitted using the Bonfire e-procurement portal, noted above. In addition, a RFP timeline is included below.

RFP Issued Dec 8, 2020
Bidders Conference Dec 11, 2020
RFP Questions Due Dec 14, 2020
RFP Questions Answered Dec 17, 2020
Letter of Intent to Submit Due Dec 18, 2020
Deadline for Proposals to be Submitted Jan 19, 2021 5:00pm
Application Review Jan 19 – Jan 26, 2021

About the Statewide PEI Project

The Statewide PEI Project is publicly known as Each Mind Matters: California’s Mental Health Movement, which represents an umbrella name and vision to amplify individual efforts from the county and other organizations that are taking place across California under a united movement to reduce stigma and discrimination and prevent suicides.

Strategies of the Statewide PEI Project are guided by the CalMHSA Statewide Mental Health PEI Three-Year Program Plan (Fiscal Years 2020-2023), approved by the CalMHSA Board of Directors in January 2020. Current strategies include:


All initiatives implemented under the Statewide PEI Project are collectively known as “Each Mind Matters: California’s Mental Health Movement”. These initiatives include:

Each Mind Matters: California’s Mental Health Movement –, (Spanish)

Know the Signs: Suicide Is Preventable–, (Spanish)

Walk In Our Shoes –, (Spanish)

Directing Change –

All resources developed under Each Mind Matters: California’s Mental Health Movement, can be found at the Each Mind Matters Resource Center –

All program and statewide evaluations conducted by the RAND Corporation on behalf of CalMHSA can be found here: