Take Back Your Health Campaign

The Department of Health and Human Services (HHS) has issued a solicitation for the "Take Back Your Health Campaign," which pursues a nationwide initiative to tackle the escalating diabetes epidemic and broader chronic health challenges in the United States. This campaign is a key element of a broader agenda to empower Americans to make healthier choices, with a particular emphasis on raising awareness about the role of processed foods in fueling chronic diseases such as diabetes. The backdrop highlights a serious public health and national security concern, as chronic disease rates—especially diabetes—have grown sharply in recent decades, leading to dramatic individual, societal, and economic consequences. With over 38 million Americans affected by diabetes and significant proportions of the population either undiagnosed or living with prediabetes, the scope and urgency of the issue are clear. The contract seeks innovative vendors to design and execute a bold, attention-grabbing public health campaign. The purpose is to inspire Americans to reclaim control of their health through real food, fitness, and spiritual well-being, with strategies tailored to reach diverse audiences across the nation. The campaign is expected to use a variety of media—social, digital, print, TV, billboards, public service announcements, and more—and should feature creative, viral messaging that resonates broadly. Contractors are required to submit compelling campaign concepts and engage in strategic planning, formative research, message development, and outcome evaluation to ensure measurable impact. Only participants from Phase I are eligible for Phase II, and specific proposal and performance requirements are detailed in the solicitation. The response deadline for submissions is July 21, 2025, and key contacts for the opportunity are Cynthia Gray and Anne Mineweaser.