Organizers of the project formed a steering committee composed of representatives from each state
and the Public Health Service regional office. Although most of the grantes were state health
departments, the project was headed up administratively by the Planned Parenthood Association of
Utah. The steering committee members first educated themselves by attending a major social
marketing conference. Once they determined that they wanted to employ a social marketing
campaign, they put together a Request for Proposal (RFP) and sent it to social marketing nrms and
consultants to solicit bids for the project. After a long proposal review and interview process, they
ultimately selected Weinreich Communications to lead the campaign.