Health secretary Robert F. Kennedy Jr. is launching a national campaign called “Take Back Your Health” with a focus on the links between ultra-processed food and a higher risk of diabetes. The campaign aims to educate Americans about the dangers of consuming processed foods and the impact it can have on their health.
The Department of Health and Human Services plans to invest between $10-20 million in the diabetes and ultra-processed foods campaign, with similar campaigns to follow in the coming years. Public relations agencies have been invited to pitch strategies for the launch of the ad campaign, which will serve as a wake-up call to Americans about the risks associated with consuming processed foods.
The notice for pitches was posted on June 12 with a deadline of June 26. The campaign is seeking daring and viral messaging to motivate behavior change, as well as strategies to popularize technology like wearables for measuring diet impact and taking control of one’s health. Surgeon general nominee Casey Means’ health tech company, Levels, utilizes continuous glucose monitors and lab testing to help individuals track their health.
While previous administrations have focused on improving public health through lifestyle behavior changes, such as Michelle Obama’s “Let’s Move” campaign targeting childhood obesity, the new campaign’s emphasis on ultra-processed foods sets it apart. By specifically highlighting the risks associated with consuming these types of foods, the campaign aims to empower individuals to make healthier choices and reduce their risk of developing diabetes and other chronic diseases.
Overall, the “Take Back Your Health” campaign represents a significant effort to raise awareness about the importance of healthy eating and exercise in preventing disease and promoting overall well-being. Through strategic messaging and innovative technology, the campaign hopes to inspire Americans to take control of their health and make positive changes for a healthier future.
