Health Secretary Robert F. Kennedy Jr. is launching a new 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 raise awareness among Americans about the dangers of consuming processed foods and the impact it can have on increasing the risk of diabetes and chronic diseases.
The Department of Health and Human Services plans to invest tens of millions of dollars over the next four years in this campaign. The initial phase, which focuses on diabetes and ultra-processed foods, is estimated to cost between $10-20 million. The government has called upon public relations agencies to pitch strategies for the launch of the ad campaign, which will serve as a wake-up call to the public.
The notice for pitches emphasizes the need for daring and viral messaging to motivate behavior change. The campaign also aims to promote the use of technology like wearables as modern tools 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 progress.
While previous administrations have initiated campaigns to promote healthier lifestyle behaviors, such as Michelle Obama’s “Let’s Move” campaign targeting childhood obesity, the focus on ultra-processed foods in this new campaign is distinctive. The goal is to educate the public about the detrimental effects of consuming processed foods and encourage them to make healthier choices for their overall well-being.
Through engaging and innovative strategies, the “Take Back Your Health” campaign seeks to empower individuals to take charge of their health and make informed decisions about their diet and lifestyle. By raising awareness about the risks associated with ultra-processed foods, the campaign aims to inspire positive changes in eating habits and promote better health outcomes for all Americans.
