Take Back Your Health Campaign
Closed Solicitation Posted
Not the latest version. See the latest special notice from .
- Solicitation number
- 75P00125R00028
- Agency
-
Office of the Assistant Secretary for Administration
Department of Health and Human Services
- Responses due
- Set-aside
- No set-aside
Opportunity facts
- NAICS code
- 541820 Public Relations Agencies
- Place of performance
- Washington, District of Columbia 20201, United States
Notice details come from SAM.gov. Updated .
About this opportunity
The Department of Health and Human Services is seeking a contractor to develop and execute the "Take Back Your Health Campaign," a bold, nationwide public health initiative targeting the diabetes epidemic through innovative messaging that encourages Americans to avoid processed foods and adopt healthier eating habits. This comprehensive campaign requires formative research, strategic planning, message development, and multi-channel media delivery across social media, TV, print, digital platforms, billboards, transit ads, and public service announcements, with the goal of creating viral content that inspires measurable behavior change in diabetes prevention. Contractors must demonstrate experience in large-scale behavior change campaigns and provide creative campaign concepts including written concepts, videos, and storyboards tailored to diverse geographic, demographic, and socioeconomic audiences. The government will evaluate proposals based on technical approach, past performance, organizational management, personnel qualifications, and price, with technical factors being significantly more important than price. The solicitation follows a two-phase process with oral presentations required on June 30, 2025, and final written proposals due by July 21, 2025.
This opportunity does not utilize any small business set-aside designations and is open to all eligible contractors. The contract is structured as a firm-fixed-price agreement with an estimated value of $10-20 million for the initial diabetes-focused campaign component, with potential for five additional optional campaign components addressing clean eating, physical fitness, and spiritual growth. The base contract period spans 12 months, with the campaign launch anticipated for mid-September 2025, and the government expects contractors to demonstrate measurable improvements in national health outcomes and diabetes prevention metrics. Performance will take place in Washington, DC, with the contractor required to develop comprehensive campaign strategies that address the critical health statistics showing 38 million Americans with diabetes, $413 billion in annual economic impact, and 77% of young Americans being ineligible for military service due to health-related issues. The solicitation has been revised multiple times to address questions and clarify submission requirements, with the most recent version posted on July 16, 2025.
Notice text
3 versions
Update #3 · Latest ·
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".
Update #2 ·
This solicitation has been revised in response to Q&A received within the designated timeframe outlined in the solictation. Kindly review the RFQ solicitation attachment in detail, changes are highlighted in yellow. Additionally, questions and answers can be found in attachment J.5.
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".
Update #1 ·
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".
Files
| File | Type | Posted |
|---|---|---|
| Disclosure of Lobbying Activities.pdf | ||
| RFP 75P00125R00028_Take Back Your Health Campaign_Review_V4_CG_07_15_25.pdf | ||
| J.7_QA_ Phase II_CG.xlsx | XLSX spreadsheet | |
| RFP 75P00125R00028_Take Back Your Health Campaign_Review_V3_CG_07_8_25.pdf | ||
| J.5 Q&A_Version 1.xlsx | XLSX spreadsheet | |
| RFP 75P00125R00028_Take Back Your Health Campaign_Revised_Version 2.pdf | ||
| J.5 Q&A Template.xlsx | XLSX spreadsheet | |
| J.2 508 ACCESSIBILITY CONFORMANCE REPORT (ACR).doc | DOC document | |
| RFP 75P00125R00028_Take Back Your Health Campaign.pdf | ||
| J.3 PAST PERFORMANCE QUESTIONAIRE.docx | DOCX document | |
| J.4 Contractor Performance Self-Assessment Template.docx | DOCX document |
Show all 11
Notice history
| Notice | Type | Posted |
|---|---|---|
| Take Back Your Health Campaign | Special Notice | |
| This notice | Solicitation | |
| Take Back Your Health Campaign | Pre-Solicitation |
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