Cal. Education Code § 44224

(a) For purposes of this section, “campaign” means the public awareness campaign described in subdivision (b). (b) The commission shall contract with a public relations organization, or other organization with similar expertise, to develop a public awareness campaign that highlights the value and benefits of educational careers in California’s public schools, spanning from prekindergarten and kindergarten to elementary and secondary schools serving pupils in any of grades 1 to 12, inclusive. (c) The campaign shall recognize the value of the contributions made by public school teachers and encourage individuals to enter the teaching profession. (d) The campaign shall include information about available high-quality teacher credentialing pathways and available financial supports. (e) The campaign may include, but is not limited to, the development and distribution of statewide public service announcements relating to teacher recruitment and outreach to high school pupils and college students. (f) It is the intent of the Legislature that the cost of the public awareness campaign established by this section not exceed nine hundred thousand dollars ($900,000).