Policy

Department of Health and Human Services seeks PR firm for ‘MAHA’ anti-diabetes campaign

The presolicitation for PR agencies says HHS, under Secretary Robert F. Kennedy Jr., wants to get Americans to once again eat “real food,” and mentions a range of national benefits for reducing obesity.

Noah Zuss

June 4, 2025

9:40 am

Credit: Getty Images / Tom Williams

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The U.S. Department of Health and Human Services is seeking a PR agency for a national campaign to raise awareness about health risks from diabetes.

The planned campaign is called Take Back Your Health, per presolicitation documents from the federal government. Its goal is to alert Americans to the role of processed foods in increasing the prevalence of diabetes; urge them to examine their diets; and drive measurable improvement in diabetes prevention and national health outcomes, per the presolicitation documents.

“HHS leads the national effort to improve public health,” the department said in presolicitation documents. “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.”

In the last 10 years, the U.S. has experienced a decline in overall health outcomes as marked by increases in chronic disease, it said.

The campaign will leverage research, strategic planning, message development and delivery across paid, earned, owned and donated media. Assets may include social media, TV ads, print and digital, websites, billboards, transit ads, public service announcements, text or email content and audience engagement tools, per presolicitation documents.

Under HHS Secretary Robert F. Kennedy Jr., the department reportedly eliminated the roles of 10,000 employees this year, including communications staffers from the Food and Drug Administration’s Center for Drug Evaluation and Research and other units.

During his confirmation hearings, Kennedy mentioned rising diabetes rates among children, as well as other childhood chronic conditions, such as asthma and obesity as potential areas of focus during his tenure. He also faced questions about his skepticism of vaccines and past statements about autism.

The presolicitation was released on Monday; responses are due by June 6. An RFP for the campaign is forthcoming, an HHS spokesperson said.

The presolicitation did not include a potential length of contract or compensation information.

HHS includes agencies such as the National Institutes of Health, FDA and the Centers for Disease Control and Prevention.

This article originally appeared on PRWeek US.

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Department of Health and Human Services seeks PR firm for ‘MAHA’ anti-diabetes campaign

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