Take Back Your Health Campaign

This solicitation has been revised to reflect an updated date for Phase II submisssion. Only participants who participated in Phase I, may particiapte in Phase II. Kindly review the RFQ solicitation attachment, under Section L. for detailed instructions.

PROGRAM DESCRIPTION AND BACKGROUND

Background:

The Department of Health and Human Services (HHS) leads the national effort to improve public health. This campaign, part of President Trump’s Make America Healthy Again agenda, serves that goal by empowering Americans to take control of their health by eating real food.

Over the past decades, the U.S. has seen a decline in overall health outcomes, marked by a sharp rise in chronic disease. Six in 10 Americans suffer from at least one chronic condition, and 4 in 10 have two or more, with diabetes being one of the most significant. Diabetes affects more than 38 million Americans—about 1 in 10—and is a leading cause of serious health complications and death. One in 5 diabetics do not know they have the disease. The impact is clear:

Prevalence: As of 2023, the total prevalence of diabetes among U.S. adults was 15.8%, including 11.3% with diagnosed diabetes and 4.5% undiagnosed.

Prediabetes: An estimated 98 million U.S. adults—more than 1 in 3—and about 1 in 5 adolescents have prediabetes, a condition that significantly increases the risk of developing type 2 diabetes. More than 80% of adults with prediabetes are unaware they have it.

Economic Impact: Diabetes is one of the most expensive chronic conditions in the U.S., with total medical costs and lost productivity reaching $413 billion annually.

Health Risks: Diabetes increases the risk of serious complications, including heart disease, kidney failure, blindness, stroke, and limb amputations.

Life expectancy: Americans live approximately five years less than those in comparable nations. Among U.S. adults aged 50 and older, those with diabetes die approximately 4.6 years earlier and experience disability 6 to 7 years sooner than their peers without diabetes

National security concerns: The Pentagon reports that 77% of young Americans are ineligible for military service due to health-related issues. Diabetes—especially if it is insulin-dependent—is generally disqualifying for enlistment in the military.

These health trends put the nation’s stability, security, and workforce productivity at risk. This administration is taking bold action to help Americans restore their health and secure our future, starting with the diabetes epidemic.

Purpose:

The purpose of this requirement is to alert Americans to the role of processed foods in fueling the diabetes epidemic and other chronic diseases, inspire people to take personal responsibility for their diets, and drive measurable improvements in diabetes prevention and national health outcomes.

Scope:

The U.S. Department of Health and Human Services (HHS) will launch a series of bold, edgy national campaigns with innovative messaging to inspire and empower Americans to reclaim control over their health. This initiative will challenge individuals to adopt disciplined, lifelong habits—centered on eating real food, physical fitness, and spiritual growth—to build a healthier, stronger nation.

This launch campaign will place a strong emphasis on diabetes. The campaign should be a wake-up call to Americans that eating processed foods dramatically increases the risk of diabetes and chronic disease. The campaign’s creative content will turn heads, create viral moments on social media, and—above all else—inspire Americans to take back their health through eating real food.

The purpose of this requirement is to provide HHS with a bold campaign tailored to diverse geographic, demographic, and socioeconomic audiences. It will include formative research, strategic planning, message development, and delivery across paid, earned, owned, and donated media. Assets may include social media campaign; ads for TV, print and digital; a website designed to integrate future campaign iterations; billboards; transit ads; public service announcements; text/email content; and audience engagement tools—along with outcome evaluation to ensure measurable impact.

Contractors must pitch a compelling strategy for this campaign. This includes creative campaign concepts, e.g. written concept, video, storyboard, and any other campaign concepts the vendor deems significant

HHS may, at its own discretion, provide and require specific advertising concepts for execution by the vendor.

Instructions to Offerors and performance objectives can be reviewed on the attachment titled, "75P00125R00028_Take Back Your Health Campaign".