California Reviews Health Account

The state health department is looking for an advertising agency to offer the same sage advice mothers have been giving their kids for generations.

The California Department of Health Services has unveiled a request for proposals of over 100 pages in beginning its search for a West Coast agency that will encourage people to eat fresh fruits and vegetables and to exercise regularly.

The three-year $20 million contract is slated to be awarded in late April.

The RFP – posted online at – requires agencies to submit proposals by March 16.

It could not immediately be determined whether the incumbent agency, Lawrence, Mayo & Ponder Inc., Newport Beach, Calif., will be defending the account.