Take Back Your Health Campaign
Closed Pre-Solicitation Posted
Not the latest version. See the latest special notice from .
- Solicitation number
- HHS-OAMS-NOI-25-75P00125R00029
- 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
- PSC
- R499 Support- Professional: Other
- Place of performance
- Rockville, Maryland 20857, United States
Notice details come from SAM.gov. Updated .
About this opportunity
The Department of Health and Human Services (HHS) is seeking a public relations and marketing campaign contractor to develop a comprehensive "Take Back Your Health Campaign" focused on addressing the diabetes epidemic in the United States. The primary objective is to create an innovative, bold national campaign that raises awareness about the health risks associated with processed foods and inspires Americans to adopt healthier lifestyle habits. HHS requires the contractor to develop strategic campaign assets including social media content, television and digital advertisements, a website, billboards, transit ads, public service announcements, and audience engagement tools. The campaign must target diverse geographic, demographic, and socioeconomic audiences with messaging that creates viral moments and motivates personal health transformation. The pre-solicitation notice indicates a response deadline of June 6, 2025, with contractors expected to pitch compelling creative campaign concepts and strategies.
The contract opportunity is not designated with any specific set-aside status and falls under the Public Relations Agencies NAICS category (541820). While no specific award value is mentioned, the background documentation highlights the significant economic impact of diabetes, which reaches $413 billion annually in medical costs and lost productivity. The campaign's scope is national, targeting critical health statistics such as 38 million Americans with diabetes, 98 million adults with prediabetes, and addressing the Pentagon's concern that 77% of young Americans are ineligible for military service due to health issues. The contract will require formative research, strategic planning, message development, and comprehensive media delivery across paid, earned, owned, and donated channels. Outcome evaluation to measure the campaign's impact will be a crucial component of the contractor's deliverables.
Notice text
3 versions
Update #3 · Latest ·
This posting serves as notice that the Department of Health and Human Services intends to release a competitive solicitation for an initiative titled "Take Back Your Health Campaign".
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.
Background:
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.
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.
BRIEF DESCRIPTION OF SERVICES
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.
This notice does not obligate the Government to award a contract or otherwise pay for the information provided in response. The Government reserves the right to use information provided by respondents for any purpose deemed necessary and legally appropriate. Respondents are advised that the Government is under no obligation to acknowledge receipt of the information received or provide feedback to respondents with respect to any information submitted.
Any solicitation resulting from the analysis of information obtained will be announced to the public in Federal Business Opportunities in accordance with the FAR Part 5. However, responses to this notice will not be considered adequate responses to a solicitation. No proprietary, classified, confidential, or sensitive information should be included in your response. The Government reserves the right to use any non-proprietary technical information in any resultant solicitation(s).
Update #2 ·
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.
Background:
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.
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.
BRIEF DESCRIPTION OF SERVICES
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.
Update #1 ·
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.
Background:
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.
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.
Notice history
| Notice | Type | Posted |
|---|---|---|
| Take Back Your Health Campaign | Special Notice | |
| Take Back Your Health Campaign | Solicitation | |
| This notice | Pre-Solicitation |
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