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Background
The Carter Center, in partnership with the Atlanta Policing Alternatives and Diversion Initiative (PAD) and individuals with lived experience, is advancing efforts to ensure that people experiencing challenges with mental health, substance use, homelessness, and poverty receive appropriate, community-based care and support rather than incarceration. As Atlanta prepares to host the FIFA World Cup, the city will be the focus of heightened global attention, increased public health and safety demands, and expanded law enforcement presence. This moment presents a critical opportunity to elevate awareness of effective, humane alternatives to traditional policing responses, such as PAD.
Through its Policy, Awareness, and Investment for Alternative Response and Decarceration (PAIReD) project, The Carter Center draws on its global expertise in law enforcement accountability and mental health systems and policy to promote data-informed, community-centered approaches to public health and safety. In the context of the World Cup, this work seeks to inform community members, visitors, and businesses about PAD’s alternative response services and how to access them. Strategic, culturally responsive communications will be essential to ensuring that PAD’s alternative response services are visible, understood, and recognized as a key component of Atlanta’s public safety ecosystem during this unprecedented international event.
The Carter Center was founded in 1982 by former U.S. President Jimmy Carter and First Lady Rosalynn Carter to advance human rights and alleviate human suffering worldwide. The Center has helped improve the quality of life for people in more than 80 countries. The Center seeks to deepen democracy by nurturing full citizen participation in public policymaking and by helping to establish government institutions that bolster the rule of law, fair administration of justice, access to information, and governmental transparency.
PAD is a nonprofit organization launched in 2017 through a partnership between the City of Atlanta, Fulton County, and community advocates. PAD provides non-police, care-based, and human rights-focused response to quality-of-life concerns through Atlanta’s 311 service line, diverting individuals away from jail and toward community-based care and support services.
The Carter Center works with PAD and other Georgia-based advocates through the PAIReD project to expand and institutionalize alternative response strategies statewide. The PAIReD project aims to reduce incarceration among individuals experiencing challenges with mental health, substance use, poverty, and homelessness by:
· Supporting policy reforms that decriminalize mental health conditions, substance use, and poverty-related challenges;
· Increasing awareness, public support, and utilization of alternative response services; and
· Bolstering investment in community-based crisis intervention and social services.
While the benefits of this work extend to families and communities broadly, PAIReD intentionally focuses on reducing the disproportionate incarceration of Black men experiencing mental health, substance use, and poverty-related challenges in Georgia.
Summary Scope of Work:
The Carter Center anticipates awarding a contract to a qualified communications firm or consultant for a time-limited engagement aligned with Atlanta’s hosting of FIFA World Cup games in June and July 2026. The purpose of this engagement is to design and implement a targeted communications and outreach campaign that raises awareness of PAD and its alternative response services during a period of heightened global attention and public safety activity.
The selected vendor will work closely with The Carter Center and PAD to develop and implement a high-impact, culturally responsive communications campaign that highlights the role of alternative response in promoting public safety, community trust, and effective crisis intervention during large-scale events such as the World Cup.
The successful vendor will be responsible for developing and deploying communications products and outreach tools designed to reach community members, local businesses, and visitors during the 2026 World Cup games. The vendor shall provide all tools, equipment, materials, facilities, labor, transportation, and project management necessary to execute the scope of work.
Anticipated Deliverables May Include:
· A communications strategy and implementation plan focused on awareness-building for PAD’s alternative response services during the 2026 World Cup in Atlanta, including media outreach, advertising, and/or in-person activations.
· Refinement or creation of brand guidelines and visual assets for PAD, including any World Cup–specific adaptations.
· Messaging materials such as social media content, website updates, posters, handouts, and branded materials (e.g., tote bags, stickers, or other outreach items) designed for high-visibility distribution.
· MARTA station and bus ads, kiosk ads, digital billboards, and radio ads.
· Communications templates suitable for rapid deployment during the World Cup (e.g., digital content and print materials) including data visualizations that clearly explain PAD’s role, impact, and relevance to public safety during large-scale events, and importantly how to access PAD.
· Media engagement tools, including a press release or advisories and key talking points for spokespeople.
· Implementation and deployment of approved outreach tools and materials during the contract period, in coordination with The Carter Center and PAD.
· Post-campaign summary report capturing impact and showcasing results.
All deliverables shall be completed to the satisfaction of The Carter Center and PAD. All final deliverables and materials developed under this contract shall be turned over to The Carter Center and PAD by deadlines agreed upon within the contract period.
While The Carter Center will provide oversight and coordination, all communications developed through this engagement will be exclusively branded as PAD’s work and will not include The Carter Center’s name, logo, or visual identity.
Estimated Duration of the Award: May 15, 2026 – August 31, 2026 (activities to take place during the World Cup in Atlanta)
Estimated Amount of the Award: up to $50,000
Minimum Qualifications:
To be considered for this contract, proposing vendors must demonstrate:
· Relevant experience with public communication campaigns and messaging strategy for advocacy.
· Experience developing and implementing work plans for projects similar to the scope of work outlined in this RFP.
· A minimum of five (5) years of demonstrated experience in communications campaigns for increased public awareness.
Timeline of Process
How to Apply:
Proposals are due no later than 11:59 pm EDT on April 24, 2026. Proposals received after the deadline will not be accepted. All proposals will be e-mailed to policingalternatives@cartercenter.org before the deadline. The subject line of the email shall read, “Proposal: Communication.” The Carter Center will not be liable for any expenses incurred by vendors responding to this solicitation.
Proposal Format:
Proposals should include the following:
The following annexes (not included in the page limit):
Shortlisted vendors may be required to submit additional documentation, respond to further questions, or take part in a virtual interview at the Carter Center’s discretion.
Proposal Evaluation Criteria:
Proposals will be evaluated and ranked according to the following evaluation criteria by an evaluation committee composed of Carter Center staff.
Phase 1 Proposal Responsiveness Review & Score
Phase 2 Proposal Evaluation Criteria & Score
1.Vendor Qualifications, Expertise, and Experience - 25%
2. Technical Approach - 45%
3.Cost Proposal - 30%