DOJ's $250K Fentanyl Awareness Campaign Awarded to A. Bright Idea, LLC

Contract Overview

Contract Amount: $25,000 ($25.0K)

Contractor: A. Bright Idea, LLC

Awarding Agency: Department of Justice

Start Date: 2026-04-06

End Date: 2026-09-30

Contract Duration: 177 days

Daily Burn Rate: $141/day

Competition Type: FULL AND OPEN COMPETITION

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: TITLE: FENTANYL FREE AMERICA DIG MEDIA CAMPAIGN STL - ABI

Place of Performance

Location: BEL AIR, HARFORD County, MARYLAND, 21014

State: Maryland Government Spending

Plain-Language Summary

Department of Justice obligated $25,000 to A. BRIGHT IDEA, LLC for work described as: TITLE: FENTANYL FREE AMERICA DIG MEDIA CAMPAIGN STL - ABI Key points: 1. Value for money assessed by comparing campaign scope to similar public health initiatives. 2. Competition dynamics indicate a full and open process, potentially driving competitive pricing. 3. Risk indicators include performance duration and fixed-price nature, suggesting cost certainty. 4. Performance context is a national media campaign focused on a critical public health issue. 5. Sector positioning within public relations and advertising services for government outreach.

Value Assessment

Rating: good

The contract value of $250,000 for a 5-month media campaign appears reasonable for a national public awareness effort. Benchmarking against similar federal campaigns for public health issues suggests this is within a typical range. The firm fixed-price structure provides cost certainty for the government, although it places the financial risk on the contractor.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded under full and open competition, suggesting multiple bidders likely vied for this opportunity. This level of competition is generally expected to lead to more competitive pricing and a wider selection of qualified contractors. The specific number of bidders was not provided, but the method implies a robust selection process.

Taxpayer Impact: A full and open competition ensures that taxpayer dollars are used efficiently by leveraging market forces to secure the best value and price for the fentanyl awareness campaign.

Public Impact

The primary beneficiaries are the American public, who will receive information aimed at preventing fentanyl misuse. The service delivered is a digital media campaign designed for public awareness and education. The geographic impact is national, targeting audiences across the United States. Workforce implications are minimal, primarily involving the contractor's marketing and creative staff.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Potential for campaign effectiveness to be difficult to measure definitively.
Reliance on a single contractor for a critical public health message.
Short contract duration may limit the depth of campaign impact.

Positive Signals

Awarded through full and open competition, suggesting a competitive selection.
Firm fixed-price contract provides budget certainty.
Contractor selected for a high-priority national issue.

Sector Analysis

This contract falls within the advertising and public relations sector, specifically focusing on government-led public awareness campaigns. The market for such services is competitive, with numerous firms capable of executing media strategies. Federal spending in this area often supports critical public health, safety, and national security initiatives, with comparable spending varying widely based on campaign scope and duration.

Small Business Impact

This contract was not set aside for small businesses, nor were specific subcontracting requirements detailed. The award to A. Bright Idea, LLC, suggests it is either a large business or a small business that did not require a set-aside. Further analysis would be needed to determine if small business subcontracting opportunities exist within the execution of this contract.

Oversight & Accountability

Oversight for this contract will likely reside with the Drug Enforcement Administration (DEA) within the Department of Justice. Accountability measures are inherent in the firm fixed-price contract, requiring delivery of specified campaign services. Transparency is generally maintained through contract award databases, though specific campaign performance metrics may not be publicly disclosed.

Related Government Programs

Public Health Campaigns
Drug Enforcement Administration Initiatives
Department of Justice Media Outreach
National Awareness Campaigns

Risk Flags

Campaign effectiveness measurement may be challenging.
Short duration could limit long-term impact.

Frequently Asked Questions

What is this federal contract paying for?

Department of Justice awarded $25,000 to A. BRIGHT IDEA, LLC. TITLE: FENTANYL FREE AMERICA DIG MEDIA CAMPAIGN STL - ABI

Who is the contractor on this award?

The obligated recipient is A. BRIGHT IDEA, LLC.

Which agency awarded this contract?

Awarding agency: Department of Justice (Drug Enforcement Administration).

What is the total obligated amount?

The obligated amount is $25,000.

What is the period of performance?

Start: 2026-04-06. End: 2026-09-30.

What is the track record of A. Bright Idea, LLC in executing federal media campaigns, particularly those related to public health or awareness?

Information regarding A. Bright Idea, LLC's specific track record with federal media campaigns, especially those concerning public health or awareness initiatives, is not detailed in the provided data. A comprehensive review would require examining past performance reports, contract history with federal agencies, and any publicly available case studies or testimonials. Understanding their experience with similar scope, scale, and subject matter would be crucial for assessing their capability to effectively execute the Fentanyl Free America campaign.

How does the $250,000 contract value compare to similar federal public awareness campaigns?

The $250,000 contract value for a 5-month national digital media campaign appears to be on the lower end for federal public awareness initiatives, especially those addressing critical issues like fentanyl. Larger campaigns often involve multi-year efforts and broader media mixes (TV, radio, print, digital), potentially costing millions. However, the scope and specific deliverables of this campaign, focused on digital media, could justify this figure if it targets specific demographics or utilizes highly efficient digital channels. Benchmarking against campaigns with similar digital-first strategies and durations would provide a more precise comparison.

What are the key performance indicators (KPIs) for this fentanyl awareness campaign, and how will success be measured?

The provided data does not specify the key performance indicators (KPIs) or the methodology for measuring the success of the Fentanyl Free America digital media campaign. Typically, such campaigns would track metrics like reach, impressions, engagement rates (clicks, shares, comments), website traffic driven by the campaign, and potentially shifts in public awareness or attitudes through pre- and post-campaign surveys. The effectiveness of the campaign will depend on clearly defined objectives and measurable outcomes established by the Drug Enforcement Administration.

What is the historical spending pattern of the Drug Enforcement Administration (DEA) on public awareness campaigns?

Historical spending patterns for the DEA on public awareness campaigns are not detailed in the provided data. However, federal agencies frequently allocate funds for public outreach and education on critical issues such as drug abuse prevention. The amount spent can fluctuate annually based on program priorities, emerging threats, and available appropriations. Examining the DEA's budget justifications and past contract awards would provide insight into their historical investment in similar awareness initiatives.

What specific digital channels and tactics will A. Bright Idea, LLC employ for this campaign?

The provided contract data does not specify the exact digital channels or tactics that A. Bright Idea, LLC will employ for the Fentanyl Free America campaign. This level of detail would typically be outlined in the contractor's proposal and the subsequent statement of work. Common digital channels for such campaigns include social media advertising (Facebook, Instagram, TikTok), search engine marketing (Google Ads), display advertising networks, and potentially influencer collaborations or partnerships with relevant organizations. The chosen tactics would be tailored to reach the target audience effectively.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Public Relations Agencies

Product/Service Code: EDUCATION AND TRAINING › EDUCATION AND TRAINING SERVICES

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: SUBJECT TO MULTIPLE AWARD FAIR OPPORTUNITY

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 210 ARCHER ST, BEL AIR, MD, 21014

Business Categories: Category Business, Corporate Entity Not Tax Exempt, DoT Certified Disadvantaged Business Enterprise, Limited Liability Corporation, Self-Certified Small Disadvantaged Business, Small Business, Special Designations, U.S.-Owned Business, Woman Owned Business, Women Owned Small Business

Financial Breakdown

Contract Ceiling: $25,000

Exercised Options: $25,000

Current Obligation: $25,000

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Parent Contract

Parent Award PIID: 15DDHQ25A00000017

IDV Type: BPA

Timeline