HHS plans ‘bold, edgy’ campaign on ultra-processed foods and diabetes

The links between ultra-processed food and higher risk of diabetes will be the focus of the first wave of health secretary Robert F. Kennedy Jr.’s national “Take Back Your Health” campaign, according to a notice posted on a government site for contractors.

The notice invites public relations agencies to pitch strategies for the launch of the ad campaign, “a wake-up call to Americans that eating processed foods dramatically increases the risk of diabetes and chronic disease.”

NBC News first reported in April on the Department of Health and Human Services’ plans for a national campaign focused on healthy eating and exercise, which could cost tens of millions of dollars over the next four years. The new notice estimates that the diabetes and ultra-processed foods campaign will cost between $10-20 million, and that following campaigns will be similar in size. 

The call for pitches was posted on the evening of June 12, with a swift deadline of June 26. It asks not only for “daring, viral messaging to motivate behavior change” but for campaigns that specifically “popularize technology like wearables as cool, modern tools for measuring diet impact and taking control of your health.” Surgeon general nominee Casey Means’ health tech company, Levels, uses continuous glucose monitors and lab testing to help people track their health. 

Previous administrations have made similar efforts to shift lifestyle behaviors in order to improve public health, such as Michelle Obama’s “Let’s Move” campaign focused on childhood obesity. But the new campaign’s specific focus on ultra-processed foods is unique.